PODJETNIŠKA USMERJENOST PREDELOVALCEV LOKALNE HRANE V SRCU SLOVENIJE.

Heart of Slovenia is a brand that promotes a holistic development of the area east of Ljubljana with a special emphasis on local food self-sufficiency. Farms with supplementary on-farm activities and micro enterprises within the food manufacturing and processing sector were included in the mapping analysis of the Heart of Slovenia region within the EU project LOCFOOD. The results of analysis show that the producers are used to selling at regular selling places and do not try to introduce new marketing channels. Selling in the vicinity of their homes dominates, as well as selling on regular (already known) locations, such as market places and agricultural fairs. The producers believe the main strengths of their businesses are quality of their products and good relationship with customers. The main weaknesses are administration, difficult access to finances and financial resources and lack of knowledge in marketing. In addition to registration in the food processing sector, most respondents have other registered activities, as well. The trend of including creative arts and entertainment activities in registered activities has been increasing as the suppliers are aware that they need to address the customers' needs. As a result, they try to adapt their offer. Over the last three years, the companies were mostly making changes in marketing concepts and strategies. The most changes were made in packaging and designing brands, introducing new selling channels (online selling) and by introducing a new approach to promotion. [ABSTRACT FROM AUTHOR]