THE ACTUAL SITUATION AND THE PERSPECTIVES FOR DEVELOPMENT OF ORGANIC FOOD MARKET IN CROATIA

Nowadays, tourism and agriculture have become important economic sectors for the entire strategy of the Croatian economic development. Organic agriculture and organic food production are among the most important trends in the context of that. The main goal of the research is to establish the factors that influence the success of placing organic food made by Croatian producers on market. Primary data was collected by: 1. a qualitative research of the Croatian producers of organic food, and 2. a research on the shopping habits of consumers concerning organic food and on the consumer awareness of the meaning of the term “organic food.” Altogether, 183 consumers were interviewed. The fi ndings are important for producers and traders as well, because they point out key elements for improving the placement of Croatian organic food on the market: to increase the availability of organic food to an average Croatian consumer and to lower the retail price of the organic food. It could be obtained by increasing production capacities and/or by organizing the association of organic food producers. Only large independent producers or association of organic food producers could guarantee adequate quantities and quality for retail chains.