Approaching a customer with an innovative brand: "SENENO" (Challenge: Market Access, Slovenia)
Približevanje kupcu z inovativno blagovno znamko: "SENENO"
A European Innovation Partnership (EIP) Operational Group was set up to ensure the viability and continuation of the traditional farming method for hay fed milk and meat production in Slovenia.
Meat and milk production by feeding animals hay (without silage) is a traditional farming method which is in decline. Ensuring that this type of farming does not disappear is very important since it has minimum environmental impact and limited labour requirements. Therfore the project was set up to establish a stable system of production, processing, promotion and marketing of hay fed meats and milk, and to develop a collective brand (SENENO) to increase market penetration of the products.
The general objectives of the project are:
• Establish the entire production chain and ensure a decent price for agricultural products with modern sales approaches,
• ensure the existence and development of livestock farms in mountainous and mountainous areas (HGO areas),
• increase the production of hay milk for the needs of complementary activities on the farm, as well as industrial processing,
• make hay meat and milk a recognizable food as a product of higher quality.
Recommendations:
• visibility is enabled by a uniform quality and certification scheme for the whole of Slovenia,
• the establishment of a generic-collective brand "SENENO", which can be used by everyone upon payment of a contribution for promotion and compliance with common rules,
• established public database of providers,
• raise awareness of the many benefits and better tastes of hay and milk through appropriate consumer promotion,
• established a network of demonstration farms for hay and milk and an opportunity for new entrants.
More on: https://seneno.info/index.php/o-projektu/
V Sloveniji je bila oblikovana operativna skupina Evropskega partnerstva za inovacije (EIP), ki zagotavlja nadaljevanje tradicionalnega načina kmetovanja za proizvodnjo senenega mleka in mesa.
Pridelava mesa in mleka s krmljenjem živali s senom (brez silaže) je tradicionalen način kmetovanja, ki se opušča. Pomembno je, da ta način kmetovanja ne izgine, saj ima minimalen vpliv na okolje in je delovno manj zahtevno. Zato je bil oblikovan projekt za vzpostavitev stabilnega sistema pridelave, predelave, promocije in trženja senenega mesa in mleka, ter za razvoj kolektivne blagovne znamke (SENENO) - vse za večjo prepoznavnost in tržno prodornost izdelkov.
Splošni cilji projekta so:
• Vzpostaviti celotno proizvodno verigo in s sodobnimi prodajnimi pristopi zagotoviti dostojno ceno kmetijskih pridelkov in izdelkov,
• zagotoviti obstoj in razvoj živinorejskih kmetij na hribovskih in gorskih območjih (HGO območjih),
• povečati pridelavo senenega mleka za potrebe dopolnilnih dejavnosti na kmetiji, kot tudi industrijske predelave,
• seneno meso in mleko narediti prepoznavno živilo, kot izdelek višje kakovosti.
Priporočila:
• prepoznavnost omogoča enotna shema kakovosti in certificiranja za celotno Slovenijo,
• vzpostavljena generična-kolektivna blagovna znamka »SENENO«, ki jo lahko vsi uporabljajo ob plačilu prispevka za promocijo in upoštevanju skupnih pravil,
• vzpostavljena javna baza ponudnikov,
• z ustrezno promocijo pri potrošniku dvigniti zavedanje o številnih prednostih in boljšem okusu senenega mesa in mleka,
• vzpostavljena mreža demonstracijskih kmetij za seneno meso in mleko ter priložnost za nove pristopnike.
Več na povezavi: https://seneno.info/index.php/o-projektu/
NEWBIE New Entrant netWork: Business models for Innovation, entrepreneurship and resilience in
European agriculture (2 of 2)
Ongoing | 2018-2021
European agriculture (2 of 2)
- Main funding source
- Horizon 2020 (EU Research and Innovation Programme)
- Geographical location
- Netherlands