Possibilities for coordinated supply of fresh beef meat in the valleys of Upper Savinja and Šaleška

V magistrski nalogi preverjamo možnosti za izboljšanje ekonomskega položaja rejcev goveda na območju desetih občin Zgornje Savinjske in Šaleške doline. Na obravnavanem območju je prireja goveda za meso na travinju prevladujoča proizvodna usmeritev, prodajne poti pa so trenutno precej razpršene. Prevladuje prodaja pitancev v bližnje klavnice in lokalne zadruge, poskusi višjega kakovostnega in cenovnega pozicioniranja lokalno vzrejenega govejega mesa pa so redki. Omejeni so na prodajo v okviru nacionalne oznake kakovosti in lokalne blagovne znamke mesa ekološke vzreje Ekodar. V okviru dela za magistrsko nalogo smo iz statističnih in administrativnih virov zbrali podatke o gibanju prireje goveda za meso na našem območju. Pridobivanje primarnih podatkov je potekalo na dveh ravneh. Z metodo poglobljenih intervjujev smo pridobili uvid v izkušnje in strategije ključnih lokalnih akterjev: odkupovalcev govejih pitancev, predstavnikov kmetijske svetovalne službe ter LAS Zgornje Savinjske in Šaleške doline. Z anketno metodo smo na vzorcu 53 rejcev goveda pridobili informacijo o obstoječih prodajnih poteh in pristopih k trženju lokalno vzrejenega govejega mesa. Glavni odkupovalec je Kmetijska zadruga Šaleška dolina, sledi Davidov hram, ostali odkupovalci so na tem območju zastopani minimalno. Mnenje rejcev je, da bi bilo smotrno razmišljati o dodatnih pristopih k trženju, ki bi bolj poudarjali lokalno poreklo oz. višjo kakovost. Glede na to, da odkupovalci govejega mesa v svojih strategijah tržnega pozicioniranja ne predvidevajo dodatnih aktivnosti promoviranja lokalnega porekla in kratkih dobavnih verig, niti na terenu ni zaznati konkretnih tovrstnih pobud, je realneje graditi na kakovostnem pozicioniranju v okviru že vzpostavljenih trženjskih pobud.In the master\u27s thesis, we are examining the possibilities for more intensive market integration and quality positioning of fresh beef suppliers in the area of the ten municipalities of Upper Savinja Valley and the Šaleška Valley. In the considered area, the production of cattle for meat in grassland is the dominant product orientation, and sale channels are currently quite diversified. The sale of beef finishers to nearby slaughterhouses and local cooperatives prevails, attempts at quality positioning of products in the area under consideration are rare. They are limited to sale within the framework of the national quality label and the local brands of ecological breeding meat Ekodar. As part of the master\u27s thesis, we collected data from the statistical and administrative sources about the movement of cattle for meat in our area. The acquisition of primary data took place on two levels. Through the method of in-depth interviews, we gained an insight into the experiences and strategies of key local actors: purchasers of cattle, representatives of the agricultural advisory service and the LAGs of Upper Savinja Valley and the Šaleška Valley. With the survey method, 51 samples of cattle were collected on the sample of the existing sale channels and approaches to the marketing of locally reared beef. The main purchaser is the Kmetijska zadruga Šaleška dolina, followed by Davidov hram, while other buyers are minimally represented in this area. The opinion of breeders is that it would be better to think about additional marketing approaches that would be more emphasized by local origin, higher quality. Considering that beef purchasers do not anticipate additional activities promoting local origin and short supply chains in their market positioning strategies, there are no concrete initiatives in the field, but it is more realistic to build on quality positioning through already established marketing channels