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Adequate application of marketing activities determines the competitiveness of organic food producers and creates the conditions for a faster development of the organic market. Thus, the aim of this paper is to examine the representation of marketing activities in the business of Serbian organic food producers and to discover a dominant form of organizing the activities among these producers. The secondary aim refers to identifying the main obstacles which prevent a faster development of organic production in Serbia. The study, whose results are presented in the paper, was conducted on a simple random sample which included 41 organic food producers, using a survey technique. The obtained results show that domestic organic food producers do not practice marketing activities enough in their business, mainly relying on promotional and sales activities. In the organizational structure of the largest number of surveyed organizations, a simple sales service has been formed, while the two thirds of the covered organizations have a special department for marketing. According to the examinees, the main obstacle in the development of organic production in the Serbian market is underdeveloped demand. The results of this research may serve in further researches in this field in Serbia, as well as for marketing managers to plan future marketing activities.

Alternative food networks have been developing in Croatia over the last ten years, following the example of similar global initiatives. By directly connecting consumers with producers, middlemen are bypassed and short food supply chains are created. This paper focuses on the development of local food systems that have emerged as a result of cooperation between groups of solidary exchange (Grupe solidarne razmjene or GSR for short) and organic farmers. The research is based on qualitative methodology, i.e. semi-structured interviews, and participant observation. A total of 15 interviews with organic food producers were conducted over the last two years (2017-2019). This research shows that cooperation with GSRs, i.e. distribution of products through short food supply chains, has had a series of advantages for producers. GSRs represent a good market for organic products and guarantee fair and stable prices, immediate (or even advance) payment upon delivery of products, and greater autonomy for producers. In addition to its financial advantages, this is a system that fosters social ties and relationships with consumers, in which producers feel appreciated, respected, and supported. [ABSTRACT FROM AUTHOR]

Organic market in the EU is growing faster than the area of production and is facing many problems and challenges. In order to obtain more information of the structure and organizational features of the organic farms in the Republic of Croatia, as well as perceptions of organic food producers about barriers that disable faster development of organic food market, empirical research was conducted on the sample of 66 organic food producers. Research findings suggest that the largest number of organic farms are small farms up to 5 hectares (ha). Organic food producers are the most prominent in the field of fruit production, and key motives for engagement in organic agriculture are their personal beliefs, health reasons and environmental care. Regarding the distribution of the organic food products, most producers sell their organic food products directly to the final consumer, mostly on family farms and local fairs. Regarding indirect distribution, specialized stores are dominant retail format, followed by wholesale. The paper gives valuable contribution, as it lists the producers' proposals for further development of organic food products market in Croatia.

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Organic market in the EU is growing faster than the area of production and is facing many problems and challenges. In order to obtain more information of the structure and organizational features of the organic farms in the Republic of Croatia, as well as perceptions of organic food producers about barriers that disable faster development of organic food market, empirical research was conducted on the sample of 66 organic food producers. Research findings suggest that the largest number of organic farms are small farms up to 5 hectares (ha). Organic food producers are the most prominent in the field of fruit production, and key motives for engagement in organic agriculture are their personal beliefs, health reasons and environmental care. Regarding the distribution of the organic food products, most producers sell their organic food products directly to the final consumer, mostly on family farms and local fairs. Regarding indirect distribution, specialized stores are dominant retail format, followed by wholesale. The paper gives valuable contribution, as it lists the producers' proposals for further development of organic food products market in Croatia.

Due to insufficient research on the relationships in the supply chain (SC) of agri-food products, and especially organic food products, the main goal of this study was to examine the perceptions of organic food producers about the importance of collaboration and trust to their performance in the organic food SC. An analysis of previous research has concluded that the important categories of relationship quality (RQ) are the following: appropriate inter-organisational collaboration, effective communication, mutual exchange of information, resource sharing (physical, financial, human, and organisational), willingness to share risks, transparency between partners, relationship quality and commitment, and the presence of trust between partners in the SC. An empirical study based on in-depth interviews was conducted on a sample of six organic food producers in Croatia. The results indicated that the producers' perceptions of the impact of collaboration and trust on overall performance differs depending on the length of the collaboration with retailers, the types of products, and the percentage of overall sales they sell through retailers. The results of this research can serve as an information base for all stakeholders in the SCs of organic products by encouraging them to participate in activities that will strengthen trust and collaboration as a prerequisite for increasing SC organic food performance. [ABSTRACT FROM AUTHOR]