Commercialisation of non-wood forest products in District of Rasina

Non-wood forest products (NWFPs) such as mushrooms, herbs, honey and berries have a long tradition in the human consumption. A large part of the population in rural areas of Serbia relies on NWFPs for personal use, while the other part is used for commercial purposes. Contribution to the commercialization of NWFPs has made the growing popularity of 'healthy food' and organic production. Afforested area of District of Rasina is 51%. For the purpose of the research seven small and medium enterprises (SMEs) were surveyed. They have been chosen: the main activity is purchase, processing and sale of NWFPs, SMEs buy at least 100t of raw NWFPs and they place the final products on domestic and international market. The aim of the research is to analyze the elements of the marketing mix: promotion, price, product, and distribution on the example of the 7 SMEs. The purpose of the research is based on the trend in models of purchase and sale of NWFPs enterprises examine opportunities for entrepreneurship development based on NWFPs. It is focused on enterprises from district of Rasina, purchased and marketed quantities, on the domestic and international markets, forms of promotional activity, prices of finished products and distribution. The methods used were regression and correlation analysis and frequency analysis. Data processing was performed in the standard Microsoft Office package and the statistical program SPSS. Based on the research the most important products of the enterprises are: mushrooms, blueberries, dog rose and others. The purchase and sale on the domestic market have been identified sub-periods of growth and stagnation, while exports recorded growth. There are significant discrepancies in prices between enterprises. Distribution is mainly done through retail firms, and promotional activities are not largely represented in enterprises