Availability, marketing and placement of organic meat in the Republic of Serbia

ABSTRACT:

Organic food has become an increasingly important part of modern food systems due to growing concerns about human health, environmental sustainability, biodiversity conservation and animal welfare. Consumers around the world are increasingly choosing organically produced food because it is perceived as safer, more environmentally friendly and produced according to higher ethical standards. Among organic food products, organic meat occupies a particularly important place because its production implies strict requirements for livestock management, animal nutrition, environmental protection and product traceability.

The importance of organic food extends beyond the health of the individual. Organic farming helps conserve soil, improves water quality, reduces pollution, reduces greenhouse gas emissions and preserves biodiversity. It also supports sustainable rural development by creating opportunities for small family farms and encouraging local food production.

Growing awareness of nutrition, food safety and sustainability has led to increased demand for certified organic products worldwide. As a result, organic farming has become a key component of strategies for sustainable agricultural development.

Organic meat is one of the most demanding sectors of organic farming due to the strict production standards applied throughout the process. This includes everything from food production to livestock management, as well as processing, transport and retail. Animals raised in organic systems receive certified organic food, have regular access to open areas and pastures, are kept in appropriate housing conditions and receive health care that is primarily focused on preventive treatment, not routine treatment.

In the Republic of Serbia, the organic sector has experienced gradual growth over the last decade. Although organic livestock production is still relatively modest compared to crop production, the country has significant natural resources and favourable conditions for the expansion of organic meat production.

The Republic of Serbia has significant potential to expand its organic meat sector thanks to favourable natural conditions, the tradition of animal husbandry and the increasing interest of consumers in sustainable food production. Although challenges related to production capacities, certification, marketing and distribution remain present, continuous investments, political support, producer cooperation and consumer education can significantly strengthen the competitiveness of Serbian organic meat on the domestic and international markets. The future development of the sector will depend on the integration of sustainable production practices with effective marketing strategies and strong institutional support, ensuring that organic meat becomes an increasingly important component of Serbia's agricultural and food system.

Keywords: marketing, distribution, environment, organic production, organic food, rural development