Branding ist nicht nur eine Marketing-Frage

The Croatian Ministry of Agriculture, Forestry and Fisheries has launched a national campaign titled "Okusi Hrvatsku," aimed at promoting the quality of 52 protected agricultural and food products within the country. The initiative, valued at approximately €100,200 before VAT, seeks to raise awareness among citizens about these products, which are recognized at the European Union level. Among the highlighted items are Poljički soparnik, Međimurje meat from the region of Žumberak, Goranski medun, Lički škripavac, Dalmatian panceta, Slavonian and Baranja kulen, and others. These products are being promoted through six radio stations, with the goal of familiarizing both locals and tourists with their unique qualities. The campaign's primary objective is to enhance consumer recognition of these protected goods, many of which are produced in limited quantities by dedicated producers. However, there is growing concern over whether such efforts will translate into tangible results. For instance, while the campaign aims to educate consumers, it faces challenges in ensuring that these products are available in sufficient quantities to meet demand. Some experts argue that even if the public becomes more aware of these products, they might still struggle to find them in local markets or international stores, especially given the current state of supply. According to reports, the production of certain protected products remains insufficient. For example, although around one million kilograms of cured meats are consumed annually in Croatia, only approximately 500,000 kilograms are produced domestically. Moreover, the number of officially protected products under the geographical indication system is significantly lower than the consumption figures suggest. This discrepancy raises questions about the effectiveness of the campaign in addressing real-world supply issues. Another issue highlighted is the persistence of black-market sales for some of these products. Despite official protections, items such as protected cheese and beef from Lika continue to be sold informally, often without proper certification. This undermines the integrity of the protected designation system and poses a challenge for authorities attempting to enforce standards. In addition to these concerns, the campaign also faces skepticism regarding its target audience. While it aims to engage both domestic consumers and tourists, some critics question whether the marketing strategy is well-suited to either group. Tourists, for instance, may have limited opportunities to access these products, particularly outside of specific regions where they are produced. Meanwhile, domestic consumers may remain indifferent unless the products become more widely available or better integrated into everyday shopping habits. The campaign’s success will depend on several factors, including increased production levels, improved distribution networks, and stronger enforcement of quality controls. There is also a need for greater collaboration between government agencies, local producers, and retail sectors to ensure that the products reach the intended audiences. Without such coordination, the campaign risks remaining a symbolic effort rather than a practical solution to the challenges facing Croatia's protected food industry. Looking ahead, the ministry plans to monitor the campaign's impact and adjust strategies based on feedback and performance metrics. The ultimate goal is to strengthen the reputation of Croatian agricultural products both nationally and internationally, ensuring that they are not only recognized but also consistently available to those who wish to support them.