Year 2026, Volume 72 Issue 1
| Year : | 2026 |
| Volume : | 72 |
| Issue : | 1 |
| Authors : | Nemanja JALIĆ, Željko VAŠKO, Snježana MIJATOVIĆ, Aleksandar OSTOJIĆ, Ivo ZDRAHAL |
| Title : | SHORT FOOD SUPPLY CHAINS AND LOCAL VALUE IN DAIRY PRODUCTION |
| Abstract : | This paper examines the potential for enhancing direct sales in small family farms, with a specific focus on the case study farm in Bosnia and Herzegovina. Short food supply chains and direct sales represent an increasingly relevant marketing model in modern agribusiness, offering farmers opportunities to increase profitability, build closer relationships with consumers, and preserve rural traditions. The survey was conducted on a sample of 245 respondents who consumed the farm dairy products. The respondents preferred the intrinsic over the extrinsic factors of the product when purchasing. The results also showed that trust and quality influence purchasing a product. The growing trend of a healthy diet will increase the short food supply chains for milk and dairy products, which opens the possibility to increase the assortment and supply, and the obtained results could have a positive impact on the development of a strategy for improving direct sales on the farm. However, challenges such as limited financial resources and competition from imported goods remain significant barriers. Findings suggest that strengthening direct sales can contribute not only to farm income stability but also to broader rural economic development. |
| For citation : | Jalić, N., Vaško, Ž., Mijatović, S., Ostojić, A., Zdrahal, I. (2026). Short food supply chains and local value in dairy production. Agriculture and Forestry, 72 (1): 353-371. https://doi:10.17707/AgricultForest.72.1.21 |
| Keywords : | direct sales, consumer behavior, local dairy products, familiy farm |
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