Eco-product – a contemporary aim for producers and consumers

Tržište općenito predstavlja mjesto na kojem se trguje dobrima i uslugama koji se razmjenjuju za novac. Na njemu vlada zakon ponude i potražnje, a cilj mu je zadovoljiti potrebe potrošača. Tržište ima četiri temeljne funkcije, a one su selektivna, alokativna, distribucijska i informacijska. Analizirajući tržište s poljoprivrednog aspekta, ono predstavlja „ponudu i potražnju, odnosno splet svih odnosa koji nastaju u vezi s poljoprivredno-prehrambenim proizvodima u njihovu kretanju od poljoprivrednog gospodarstva do krajnjeg potrošača“ (Tolušić, 2007:10). Na tržištu poljoprivredno-prehrambenih proizvoda bitno je osvijestiti današnje proizvođače o važnosti agromarketinga. Agromarketing predstavlja skup tržišnih aktivnosti koje počinju istraživanjem potreba potrošača poljoprivredno-prehrambenih proizvoda te poduzimanjem drugih aktivnosti koje omogućuju zadovoljenje potreba potrošača i ostvarivanje primjerenog dobitka (Baban, 2003:27; prema Tolušić, 2007:80). Marketing je prisutan u svim djelatnostima pa tako i u ovoj. On omogućuje poljoprivrednicima da predstave svoje proizvode širokoj populaciji i da dobiju povratnu informaciju o tome što potrošači želje i koje su njihove navike. Danas tržište nudi brojne mogućnosti, a poduzeća ih trebaju iskoristiti na pravi način. Ulaskom u Europsku uniju Hrvatska je dobila mogućnost dobivanja poticaja i bespovratnih sredstava koji poduzeću uvelike pomažu pri novim investicijama. Posebno se cijene ekološki proizvodi kojih je na našem tržištu sve više. Ekološka proizvodnja je troškovno skuplja u samom početku no ona poduzeću donosi brojne koristi koje se u dugoročnom pogledu višestruko isplate.The market is generally a place where goods and services are traded for money. It is governed by the law of supply and demand and aims to meet the needs of consumers. The market has four basic functions, which are selective, allocative, distribution and information. Analyzing the market from an agricultural point of view, it represents "supply and demand, that is, a combination of all relationships that arise in connection with agri-food products in their movement from the farm to the final consumer" (Tolušić, 2007: 10). In the agri-food market, it is important to make today's producers aware of the importance of agromarketing. Agromarketing is a set of market activities that begin by researching the needs of consumers of agri-food products and undertaking other activities that enable them to meet the needs of consumers and generate reasonable profits (Baban, 2003: 27; according to Tolušić, 2007: 80). Marketing is present in all activities, including this one. It enables farmers to present their products to the general public and to get feedback on what consumers want and what their habits are. Today, the market offers many opportunities, and businesses need to take advantage of them in the right way. With the accession of Croatia to the European Union, Croatia was given the opportunity to receive incentives and grants that greatly assist the company in new investments. Especially appreciated are the organic products which are on our market more and more. Organic production is more expensive at the outset, but it brings numerous benefits to the business that are cost-effective in the long run