The production of olive oil in the case of family farm: from tradition to innovation

Proizvodnja maslina i maslinovog ulja ima dugu tradiciju, kako u Dalmaciji, tako i na gospodarstvu koje je analizirano u radu. Maslinovo ulje, osim vina, stoljećima je važno za Dalmaciju, prvenstveno iz ekonomskih razloga. U radu se analizira proizvodnja maslinovog ulja na malom obiteljskom poljoprivrednom gospodarstvu koje se nalazi u Dalmaciji. Na gospodarstvu su zastupljena dva načina proizvodnje maslinovog ulja, koji su uvedeni kao odgovor na posebne potrebe beogradskih potrošača, jer se cjelokupna proizvodnja maslinovog ulja prodaje izravno potrošačima u Beogradu. Iako gospodarstvo ne koristi nikakve marketinške kanale, zbog prekomjerne potražnje na beogradskom tržištu, gospodarstvo uspijeva prodati cijelu količinu proizvedenog maslinovog ulja. Kako bi se stvorila slika o sklonostima potrošača maslinovog ulja, bilo je potrebno ispitati ponašanje potrošača. Ovaj rad predstavlja neke od najvažnijih rezultata do kojih su autori došli na temelju kvalitativnog istraživanja provedenog u Beogradu. Metodom dubinskog intervjua ispitano je ponašanje potrošača. Ispitanici na beogradskom tržištu su izjavili da imaju više povjerenja u male proizvođače maslinovog ulja, ali zbog nepoznavanja malih proizvođača češće kupuju u supermarketima.The production of olives and olive oil has a long tradition, both in Dalmatia and on the farm that was analyzed in the paper. Olive oil, in addition to wine, has been important for Dalmatia for centuries, primarily for economic reasons. The paper analyzes the production of olive oil on a small family farm, which is located in Dalmatia. There are two ways of olive oil production on the farm, which were introduced in response to the specific needs of Belgrade consumers, because the entire production of olive oil is sold directly to consumers in Belgrade. In order to create a picture of the preferences of olive oil consumers, it was necessary to examine consumer behavior. This paper presents some of the most important findings that the authors came to, on the basis of qualitative research conducted in Belgrade. Using the in-depth interview method, consumer behavior was examined. Respondents on the Belgrade market stated that they have more confidence in small producers of olive oil, but due to their ignorance of small producers, they buy more often in supermarkets. Although the farm does not use any marketing channel, due to excessive demand on the Belgrade market, the farm manages to sell the entire amount of olive oil produced