MARKETING CHANNELS OF THE CROPS IN THE ORGANIC FARM ČERNELIČ

Ekološko kmetijstvo, gledano v svetovnem in državnem merilu, povečuje svoj ugled in pomembnost svojega poslanstva za celotno človeštvo. Zaradi ozaveščenosti ljudi in njihove skrbi za zdravje se povpraševanje po ekoloških pridelkih v Sloveniji povečuje. Mnogi kupci so pripravljeni za ekološko pridelano hrano plačati višjo ceno. EU in naša država izdatno podpirata razvoj ekološkega kmetovanja, saj to omogoča bolj zdravo pridelano hrano in ohranjanje kulturne krajine. Trženje z ekološkimi pridelki in izdelki je kljub potrebnemu prilagajanju tržnim razmeram vedno obsežnejše, njihova ponudba na trgu pa bogatejša in pestrejša. V diplomski nalogi bomo opisali teorijo trženja in trženje ekoloških pridelkov, v nadaljevanju predstavili stanje ekološkega kmetijstva v Sloveniji in se osredotočili na analizo stanja tržnih poti ekoloških pridelkov. Skušali bomo najti spodbude za ekološke pridelovalce ter podati nekaj rešitev za tržne poti in njihovo učinkovitejšo organiziranost. Obenem bomo predlagali tudi ustrezne tržne poti za kmetijo Černelič . Do sklepov bomo prišli s pomočjo kvantitativne metode raziskovanjapomagali si bomo tudi s sekundarnimi podatki (prebiranje literature, poročila raznih organizacij in združenj ekoloških kmetov, vladnih organizacij in podobno).ABSTRACT The reputation and significance of organic farming is both worldwide and countrywide becoming more and more important. Because of people\u27s awareness and their health care, the demand for organic food in Slovenia has increased. Many buyers would pay more for organically produced crops. Both the EU and Slovenia strongly support the development of organic farming allowing healthy food products and conserving the countryside. Irrespective of the needed adaptation to the market situation, marketing of organic crops and products is more and more extensive, and market supply far richer and variegated. In the Diploma work, we will present the marketing theory and marketing of organic crops, continue with the situation of the Slovenian organic farming and focus on the analysis of distribution channels. To encourage organic farmers, we’ll try to find some solutions as regards distribution channels and their effectiveness. Simultaneously, we will propose appropriate distribution channels for the Černelič1 farm. The conclusion will be reached by the use of the quantitative method and secondary data, e.g. literature, reports of organizations and associations of organic producers, government organizations etc