MARKETING-MIX IN THE FUNCTION OF THE ORGANIC FOOD OF EASTERN CROATIA

In the modern market economy, the system of organic agriculture, especially the system of organic food production, becomes more and more important factor of nationaland international economic system development. The importance of organic food marketing is conditioned by the fact that it enables producers for better understanding of customers’ needs, serving the purpose of better meeting their needs and it also enables consumers to realise better organic products supply. Defining the main feature of organic agricultureand its importance is the starting point for conceptual establishment of organic agriculture. In the organic food products supply of Eastern Croatia mostly represented are cereals (wheat and corn), oilseeds (soybeans and sunflower seeds), vegetables, fruits and various different food products. The primary organic food production has a lower price than the conventional one due to lower investments, which on the other side results in lower yields. The market price of organic food is higher then the conventional one and the reason for that are insufficiently organised distribution subjects. Organic food products are new products onthe Eastern-Croatian market, so they are still not well-known to the customers. The important role in informing potential customers quicker and easier plays the promotion of organic food at agricultural fairs, symposia and through the activities of organic food production associations.