Branding and Protection of Food Products with Geographical Indications on the Example of Drniš Smoked Ham

Aleksandra Krajnović, Mladen Rajko and Nevena Matic
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Nevena Matic: University of Zadar, Croatia

from University of Primorska, Faculty of Management Koper

Abstract: Native food products are associated with specific geographical indication and they belong to the higher price category because they contain added value and contribute to an increase in producers’ income, the development of the identity and distinctiveness of the region or country of origin. Products with a protected designation are protected from any misuse, imitation or unauthorized use of such designations. Drniš ham is protected with the designation of geographical indication. Drniš ham is obtained by the traditional production process which involves ham processing, dry salting, pressing, washing, smoking, air-drying and ripening. The primary goal of this research is to determine if there is an interest in protecting and branding Drniš ham, and to establish what benefits are expected from that. In June 2013, data were collected by using the questioning method on an intentional sample of experts. The scope of the research covered manufacturers of Drniš ham with Protected Geographical Indications, representatives of the City of Drniš and the rest of the community, the Tourist Board of Drniš, as well as representatives of Šibenik-Knin County and the Croatian Chamber of Economy. Based on the research, it was determined that 75% of respondents considered the branding of Drniš ham „very important“ and 25% „important“. Branding of Drniš ham would bring the greatest benefit to ham manufacturers and the local community and it would lead to the creation of new jobs, increase the price of ham and the number of pig breeders, and contribute to the development of tourism, promotion and creation of a good image of the Drniš territory. Besides branding and protecting the Drniš ham, this paper also provides a review of the protection and branding of Krk ham and Istrian ham.

Keywords: Drniš ham; geographical indications; branding; protection; production (search for similar items in EconPapers)
Date: 2015
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