Possibilities and forms in labeling of agri-food products

Abstract

There is an intense competition in the agri-food market and because of that the consumers are becoming more and more insecure in terms of the product's origin, producer's reputation, production methods and the product's quality. The supply of the domestic agriculture is still based on the traditional agricultural products and actions are needed to increase the supply of protected and branded products. In order to increase the popularity of domestic products on the market, it is necessary for them to differ in some way from a similar competition products. Labeling of agri-food products is an opportunity for consumers to notice domestic products on the supermarket shelves. The additional benefits from the protection procedure also contribute to the prevention of misuse of the name and / or origin of the product. In this way, the product is differentiated on the market, it builds consumer sureness in terms of reliability in the quality and the name of the product. Unlike our domestic market, where the protection and labeling of agri– food products is very modest, in the developed countries this way of adding value to the products is extremely present. The types of brands that are used for the differentiation are various, and this paper starts from three forms: individual, collective and official. These brands are firtsly based on quality and origin. The use of the individual brands is suitable only for sufficiently large individual farmers, who can guarantee a satisfactory quantities and uniformed product quality. From the agriculture point of view, the forms of product labeling that results from the community work of the homogenous group of producers are especially interesting, because it enables to small producers of traditional products mostly, or producers who produce according to organic principles, to protect their own products. Through the association, preconditions are created both for the creation of brands and for the protection of geographical indications. In the certification of organic production, umbrella (“roof”) brands are present and they do organic agriculture labeling in order to guarantee a sufficient offer in terms of quantity and quality. Protection, brand development and branding in the domestic market is at the very beginning. It is evident from the examples that individuals or producer groups create and develop collective brands through trademark protection. Others use regulations of the protection of geographical indications or organic production, design their own symbols to differentiate their products on the market, but without any legal protection. Republika Srpska through its strategic documents or strategies adopted for the needs of the Ministry of Agriculture, Forestry and Water Management encourages individuals in protection and branding. They should introduce branding, protection of collective designations of geographical origin and certification of organic products. In addition to the mentioned labels, there are other opportunities for the development of national marketing or regional labels that could be created by various organizations, either public or private. In order to improve the process of labeling and protection, it is necessary to conduct educational activities with producers in terms of pointing out the role and the importance of product identification with one of the labels, all in accordance with the suitability for protection of products. Actions are also needed to inform consumers in terms of understanding and recognizing certain labels on potential domestic products.