ISHS Acta Horticulturae 429: XIII International Symposium on Horticultural Economics
OPPORTUNITIES OF AND THREATS TO MARKET ORIENTED FRUIT PRODUCTION IN TRANSITION: A CASE STUDY ON SLOVENIAN APPLE |
| Authors: | K. Vadnal, F. Štampar |
| Keywords: | Production, Marketing, Trade, Consumption, Apples, Slovenia |
| Abstract:
To resume and to strengthen a long tradition of successful marketing, the Slovenian apple marketing problem is studied by means of the case study research method. Slovenian apple production is characterized by permanent volume increase and stabilization and by restructuring as to varieties. In the industry, small-size operators dominate. The Slovenian apple becomes less competitive due to insufficient and out-of-date storing and packing facilities. The most important export destinations for Slovenian apples remain former partners from Yugoslavia, Croatia and Bosnia and Herzegovina, in particular. Export of Slovenian apples into the European Union depends mostly on oscillations of production there. Imported fruit abounds. Annual per capita consumption of fresh fruits and apples in Slovenia is about 35 kg and 22–24 kg respectively. More than half of the apples consumed originate from self-supporting plots and hobby activities. Therefore, the price elasticity of apple demand is low. Income elasticity of apple demand is higher, from 0.97 for agricultural households to 0.69 for nonagricultural households. Market opportunities for Slovenian apples are based on inherited factors of competitive advantages, mainly. Growers are facing increasing competition at home and abroad. Therefore, developed and specific factors become of greater importance. Market threats outnumbered opportunities and occur along downstream activities due to technological inadequacy. In addition, investment activities are absent as property rights still are not transparent. | |
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