Thesis is focused on retail shops with food. Provides survey about current situation in the city and evaluates possiblities of founding new shop.

The aim of my final thesis is to analyze logistics processes with regards to the specifics of foodstuff, their assessment and finding optimal solutions. The theoretical part analyzes the components of an integrated logistics chain. The practical part is focused on analysis of the logistics processes associated with the distribution of foods in Nespresso. Emphasis is placed on storage at the distribution center in Prague. Implemented KPIs demonstrate inefficiency of a current information warehouse management system and proposal to implement new one based on automatic identification.

In the Czech Republic the food production is one of the most important branches of processing industry. The effort of producers, distributors and inspecting authorities is to limit the production of insanitary products as much as possible. That?s why there are a lot of inspecting mechanisms within the Czech Republic and also within the whole European Union. Their major aim is to reveal these insanitary and deceptively marked products and withdraw them from circulation. The requirements for marking of products aren?t simply and completely clearly defined even today, after the progressive harmonization with the prescriptions of the European Union. Concrete requirements for marking of foodstuff can be found in the Food Act No. 110/1997 Coll. and its implementing decrees including a special decree about the forms of marking of foodstuff No. 113/2005 Coll. Specific demands for marking of individual groups of products are given in decrees for particular commodities. It isn?t easy to draw up a comprehensive picture of all requirements for marking of a concrete product. In order to use the text on the cover, the consumer needs to know what?s hiding under certain words and what do the individual marks on the cover mean. The aim of the diploma thesis was to judge the compliance of legislation for marking of selected food products ? meat products, dairy products, spices and spice mixtures. The acquired information have been compared with a questionnaire research among consumers. It was an important finding that almost three quarters of respondents never had to reclaim a deceptively marked product. Unfortunately, 26.25 % of respondents met a deceptively marked product and that?s why they reclaimed it. In most cases the claim has been delt by repaying or exchange of goods; unfortunately, the claim of 9.5 % respondents hasn?t been accepted.

A análise por ativação neutrônica instrumental (INAA) é uma opção para o estudo da composição de alimentos, permitindo determinar simultaneamente diversos elementos. Todavia, a deposição incompleta da energia da radiação gama no detector, devido à interação por espalhamento Compton, dificulta as determinações. O acúmulo de contagens na linha de base do espectro torna-se um problema quando existem na amostra radionuclídeos com emissões gama em energias mais altas do que a de interesse. Nesses casos, os supressores Compton podem aumentar a sensibilidade analítica. Aqui, avalia-se o uso de supressão Compton para o estudo de produtos agrícolas destinados à alimentação humana. Todas as medições foram realizadas com um detector de germânio hiperpuro com 55 % de eficiência relativa (1332 keV, 60Co), circundado por detectores de iodeto de sódio (annulus e plug). Espectros com supressão foram adquiridos a partir da detecção em anti-coincidência. Foram também armazenados os espectros sem supressão. Inicialmente, testou-se a capacidade do equipamento em reduzir a região Compton, empregando fontes de 137Cs. Medindo-se na região entre 358 e 382 keV, o melhor fator de supressão foi 5,97, sendo observada variação no valor de acordo com a região Compton escolhida para a medição. Reduções foram notadas no fator de supressão com o aumento da taxa de contagem e da distância fonte-detector. Em verificações realizadas durante 20 semanas, o sistema supressor mostrou-se estável. Para avaliar o uso de supressão Compton na análise de amostras, foram tomados diversos tipos e marcas comerciais de arroz, batata, feijão, ervilha, grão-de-bico e lentilha. Após secagem e moagem, as amostras foram irradiadas em fluxo de nêutrons térmicos de 1x10E13 cm-2 s-1 por 8 horas, no reator IEA-R1m do IPEN/CNEN (Instituto de Pesquisas Energéticas e Nucleares). A radioatividade foi medida em quatro oportunidades, em aproximadamente 3, 7, 15 e 40 dias após a irradiação. A análise foi conduzida pelo método k0, utilizando o programa Quantu. Quinze elementos foram estudados, entretanto Cd e Hg apresentaram-se abaixo dos limites de detecção, o que também occoreu para As, Cr, La e Se em várias amostras. Foram notados alguns comportamentos próprios de cada tipo de produto analisado. Arroz integral, parboilizado e polido, por exemplo, apresentaram diferentes concentrações de K, Rb e Zn. Dentre os elementos com maior potencial tóxico, a presença de um valor médio de 0,3 mg kg-1 de As em arroz foi a única observação. Houve influência de Br, K e Na sobre os limites de detecção para os elementos medidos entre 3 e 8 dias após a irradiação. A razão entre os limites de detecção sem e com supressão mostrou que a determinação de Br, Co, La, Na, Sc e Se não foi favorecida pelo uso do supressor. Para As, Ca, Cd, Cr, Fe, Hg, K, Rb e Zn, observou-se ganho de sensibilidade fortemente dependente da composição do material e das condições experimentais. Os resultados demonstraram que o desempenho do supressor Compton em INAA deve ser individualmente testado para cada tipo de amostra. / Instrumental neutron activation analysis (INAA) is a good option for studying chemical composition of food, allowing the simultaneous determination of several elements. However, the incomplete deposition of gamma-ray energies in the detector crystal due to Compton scatter can elevate the spectrum baseline making difficult the determination of some elements. The problem is particularly important for samples having high activities of radionuclides emitting gamma-rays with energies higher than those to be measured. For such cases, the use of a Compton suppression system can improve the detection limits. Here, the application of a suppression system for the analysis of foodstuff is evaluated. Measurements were carried out with a hyperpure germanium detector with 55 % relative efficiency for the photopeak 1332 keV of 60Co, working in anti-coincidence with two sodium iodine guard detectors (annulus and plug). Suppressed and unsuppressed spectra were simultaneously acquired. Initially, the overall system performance on the reduction of the Compton region was tested using 137Cs. Measuring between 358 and 382 keV, the higher suppression factor was 5.97, being observed a large variation according to the energy region selected for the determination. Reductions were noticed for the suppression factor resulting from increases on counting rate and source-detector distance. The suppression system showed to be stable during twenty weeks of periodic verifications. To evaluate the system performance on real sample analysis, several types and commercial brands of rice, potatoes, beans, peas, chickpeas and lentil were taken. After drying and grinding, samples were irradiated at a thermal neutron flux of 1x10E13 cm-2 s-1 for 8 hours, in the nuclear research reactor IEA-R1m from IPEN/CNEN (Instituto de Pesquisas Energéticas e Nucleares). Each sample was measured after decay periods of about 3, 7, 15 and 40 days. Analysis was conducted by the k0 method using the software package Quantu. Fifteen elements were assessed, however Cd and Hg were below detection limits, as well as As, Cr, La e Se for several samples. The content of some elements were noticed to vary according to the product analyzed or its particular type. Different results, for instance, were obtained for K, Rb and Zn in integral, parboiled and polish rice. Among the elements with potentially high toxicity for humans, the only observation was a mean As content of 0.3 mg kg-1 in rice. There was a significant influence of Br, K and Na on the detection limits for elements measured from 3 to 8 days after the irradiation. The ratio between the detection limits calculated for unsuppressed and suppressed spectra showed that the determination of Br, Co, La, Na, Sc and Se was not improved by using the Compton suppression system. For As, Ca, Cd, Cr, Fe, Hg, K, Rb and Zn, an enhancement in the analytical sensitivity was noted, which was strongly dependent on sample composition and experimental conditions. The results demonstrated that the suppression system performance for INAA should be individually evaluated for each type of matrix to be analyzed.

The successful economic growth and the rapid changing of urban development had changed Singapore from a developing to a developed country. The living environment of Singapore has been changed with in the last 25 years. My thesis mainly describes foods and food markets in Singapore. Due to better educational background, higher consumption power and small family planning, the eating habit of Singaporeans has changed. A lot of young Singaporeans today, don't buy their daily marketing needs from the traditional wet market for they prefer to do their weekly marketing in the comfortable, clean, convenient and air conditioned modern supermarket. With the advance electronic cooking equipment in kitchen, they save time in cooking to buy prepared or instant cooked food from supermarkets, instead of raw foodstuff from the traditional wet markets. These rapid changes of the Singaporeans' life style and eating habit created an opportunity. For me to look into the area that directly or indirectly involved with my professional work as a practicing graphic designer and a design educator. The area I am looking into is 'the value of food packaging'. I realized that the contrast of the traditional foodstuffs selling in traditional wet market and the imported foodstuffs displayed within the modern supermarket, the difference has signaled a strong message. If the traditional foodstuffs still does not improve their dull and unhygienic image to catch up with the rapid changing urban living environment. They will disappear from our dining table sooner or later. My thesis has to reach 2 aims. Firstly, to awake the design students (tomorrow's designer). To be more sensitive towards the local traditional food markets. Discover the values of the local ethnic foodstuffs and going to find out why these delicious and remarkable local foodstuffs been rejected outside of the modern supermarket. To create a new image through packaging design to replace with the original dull and unhygienic image. Secondly, the contents and the criterias of the modern packaging design I proposed within this thesis, could be applicable in the practicing design field, food manufactory and most importantly, in the design institutions / Master of Design (Hons)

<p>Aim: The aim of this study is to investigate how an organization which is based on ethic and social responsibility works with segmentation, positioning and brand. Do their specific need of credibility have any impact on how they work with segmentation, positioning and brand? How do they work with credibility? KRAV is an ingredient brand based on ethic and social responsibility, they operate in the Swedish organic foodstuff market offering organic standards, certification and inspections according to these standards and a KRAV-label. In other words, credibility is the base for KRAV’s operations. KRAV is also receiving national grants to finance information material/marketing material.</p><p>Research questions: How does KRAV work with segmentation, positioning and brand? How does KRAV work with credibility?</p><p>Method: I have chosen to do this study by studying documents published by KRAV; the main source has been KRAV’s annual reports from 1999-2006, the second source has been KRAV’s homepage and the third source has been folders published by KRAV. The analysis was done by combining findings about KRAV with theories about segmentation, positioning, brand and credibility to see how KRAV works with these areas.</p><p>Result & Conclusions: By summarization, my study shows that KRAV both is adopting and actively working with segmentation, positioning and brand which may be business driven and at the same time trying to tone done the business incentive on how they formulate goals and missions. Marketing theories are getting more and visible over the years. KRAV has formulated its’ vision and mission based on four principals; Good environment, Animal welfare, Good health and Social responsibility but they also include inspected organic products with high credibility and they try to position itself not only as an eco-label but also with added value in the areas of the four principals.</p><p>Suggestions for future research: One limitation in this study is that I have not studied competitors on the Swedish foodstuff market. Or the actual impact of the fact that KRAV receives national grants, does this disturb the competition? One interesting aspect is if an ingredient brand based on ethic and social responsibility can work with segmentation, positioning and brand without loosing any credibility? May this cause a conflict in the long run? One may also look at the fact that KRAV, by far the dominating label on the Swedish organic foodstuff market, is financing most of its information material/marketing material by national grants. Is it better for the increase of organic foodstuff market to support one large player (KRAV) or should national grants be used to increase knowledge of organic foodstuff and sustainability in general not supporting one specific actor? Which way would maximum the use of the tax money? Or is both needed?</p><p>Contribution of the thesis: This study has shown that KRAV, which is based on ethics and social responsibility, has adopted theories such as segmentation, positioning and brand.</p>

Aim: The aim of this study is to investigate how an organization which is based on ethic and social responsibility works with segmentation, positioning and brand. Do their specific need of credibility have any impact on how they work with segmentation, positioning and brand? How do they work with credibility? KRAV is an ingredient brand based on ethic and social responsibility, they operate in the Swedish organic foodstuff market offering organic standards, certification and inspections according to these standards and a KRAV-label. In other words, credibility is the base for KRAV’s operations. KRAV is also receiving national grants to finance information material/marketing material. Research questions: How does KRAV work with segmentation, positioning and brand? How does KRAV work with credibility? Method: I have chosen to do this study by studying documents published by KRAV; the main source has been KRAV’s annual reports from 1999-2006, the second source has been KRAV’s homepage and the third source has been folders published by KRAV. The analysis was done by combining findings about KRAV with theories about segmentation, positioning, brand and credibility to see how KRAV works with these areas. Result &amp; Conclusions: By summarization, my study shows that KRAV both is adopting and actively working with segmentation, positioning and brand which may be business driven and at the same time trying to tone done the business incentive on how they formulate goals and missions. Marketing theories are getting more and visible over the years. KRAV has formulated its’ vision and mission based on four principals; Good environment, Animal welfare, Good health and Social responsibility but they also include inspected organic products with high credibility and they try to position itself not only as an eco-label but also with added value in the areas of the four principals. Suggestions for future research: One limitation in this study is that I have not studied competitors on the Swedish foodstuff market. Or the actual impact of the fact that KRAV receives national grants, does this disturb the competition? One interesting aspect is if an ingredient brand based on ethic and social responsibility can work with segmentation, positioning and brand without loosing any credibility? May this cause a conflict in the long run? One may also look at the fact that KRAV, by far the dominating label on the Swedish organic foodstuff market, is financing most of its information material/marketing material by national grants. Is it better for the increase of organic foodstuff market to support one large player (KRAV) or should national grants be used to increase knowledge of organic foodstuff and sustainability in general not supporting one specific actor? Which way would maximum the use of the tax money? Or is both needed? Contribution of the thesis: This study has shown that KRAV, which is based on ethics and social responsibility, has adopted theories such as segmentation, positioning and brand.

A análise por ativação neutrônica instrumental (INAA) é uma opção para o estudo da composição de alimentos, permitindo determinar simultaneamente diversos elementos. Todavia, a deposição incompleta da energia da radiação gama no detector, devido à interação por espalhamento Compton, dificulta as determinações. O acúmulo de contagens na linha de base do espectro torna-se um problema quando existem na amostra radionuclídeos com emissões gama em energias mais altas do que a de interesse. Nesses casos, os supressores Compton podem aumentar a sensibilidade analítica. Aqui, avalia-se o uso de supressão Compton para o estudo de produtos agrícolas destinados à alimentação humana. Todas as medições foram realizadas com um detector de germânio hiperpuro com 55 % de eficiência relativa (1332 keV, 60Co), circundado por detectores de iodeto de sódio (annulus e plug). Espectros com supressão foram adquiridos a partir da detecção em anti-coincidência. Foram também armazenados os espectros sem supressão. Inicialmente, testou-se a capacidade do equipamento em reduzir a região Compton, empregando fontes de 137Cs. Medindo-se na região entre 358 e 382 keV, o melhor fator de supressão foi 5,97, sendo observada variação no valor de acordo com a região Compton escolhida para a medição. Reduções foram notadas no fator de supressão com o aumento da taxa de contagem e da distância fonte-detector. Em verificações realizadas durante 20 semanas, o sistema supressor mostrou-se estável. Para avaliar o uso de supressão Compton na análise de amostras, foram tomados diversos tipos e marcas comerciais de arroz, batata, feijão, ervilha, grão-de-bico e lentilha. Após secagem e moagem, as amostras foram irradiadas em fluxo de nêutrons térmicos de 1x10E13 cm-2 s-1 por 8 horas, no reator IEA-R1m do IPEN/CNEN (Instituto de Pesquisas Energéticas e Nucleares). A radioatividade foi medida em quatro oportunidades, em aproximadamente 3, 7, 15 e 40 dias após a irradiação. A análise foi conduzida pelo método k0, utilizando o programa Quantu. Quinze elementos foram estudados, entretanto Cd e Hg apresentaram-se abaixo dos limites de detecção, o que também occoreu para As, Cr, La e Se em várias amostras. Foram notados alguns comportamentos próprios de cada tipo de produto analisado. Arroz integral, parboilizado e polido, por exemplo, apresentaram diferentes concentrações de K, Rb e Zn. Dentre os elementos com maior potencial tóxico, a presença de um valor médio de 0,3 mg kg-1 de As em arroz foi a única observação. Houve influência de Br, K e Na sobre os limites de detecção para os elementos medidos entre 3 e 8 dias após a irradiação. A razão entre os limites de detecção sem e com supressão mostrou que a determinação de Br, Co, La, Na, Sc e Se não foi favorecida pelo uso do supressor. Para As, Ca, Cd, Cr, Fe, Hg, K, Rb e Zn, observou-se ganho de sensibilidade fortemente dependente da composição do material e das condições experimentais. Os resultados demonstraram que o desempenho do supressor Compton em INAA deve ser individualmente testado para cada tipo de amostra. / Instrumental neutron activation analysis (INAA) is a good option for studying chemical composition of food, allowing the simultaneous determination of several elements. However, the incomplete deposition of gamma-ray energies in the detector crystal due to Compton scatter can elevate the spectrum baseline making difficult the determination of some elements. The problem is particularly important for samples having high activities of radionuclides emitting gamma-rays with energies higher than those to be measured. For such cases, the use of a Compton suppression system can improve the detection limits. Here, the application of a suppression system for the analysis of foodstuff is evaluated. Measurements were carried out with a hyperpure germanium detector with 55 % relative efficiency for the photopeak 1332 keV of 60Co, working in anti-coincidence with two sodium iodine guard detectors (annulus and plug). Suppressed and unsuppressed spectra were simultaneously acquired. Initially, the overall system performance on the reduction of the Compton region was tested using 137Cs. Measuring between 358 and 382 keV, the higher suppression factor was 5.97, being observed a large variation according to the energy region selected for the determination. Reductions were noticed for the suppression factor resulting from increases on counting rate and source-detector distance. The suppression system showed to be stable during twenty weeks of periodic verifications. To evaluate the system performance on real sample analysis, several types and commercial brands of rice, potatoes, beans, peas, chickpeas and lentil were taken. After drying and grinding, samples were irradiated at a thermal neutron flux of 1x10E13 cm-2 s-1 for 8 hours, in the nuclear research reactor IEA-R1m from IPEN/CNEN (Instituto de Pesquisas Energéticas e Nucleares). Each sample was measured after decay periods of about 3, 7, 15 and 40 days. Analysis was conducted by the k0 method using the software package Quantu. Fifteen elements were assessed, however Cd and Hg were below detection limits, as well as As, Cr, La e Se for several samples. The content of some elements were noticed to vary according to the product analyzed or its particular type. Different results, for instance, were obtained for K, Rb and Zn in integral, parboiled and polish rice. Among the elements with potentially high toxicity for humans, the only observation was a mean As content of 0.3 mg kg-1 in rice. There was a significant influence of Br, K and Na on the detection limits for elements measured from 3 to 8 days after the irradiation. The ratio between the detection limits calculated for unsuppressed and suppressed spectra showed that the determination of Br, Co, La, Na, Sc and Se was not improved by using the Compton suppression system. For As, Ca, Cd, Cr, Fe, Hg, K, Rb and Zn, an enhancement in the analytical sensitivity was noted, which was strongly dependent on sample composition and experimental conditions. The results demonstrated that the suppression system performance for INAA should be individually evaluated for each type of matrix to be analyzed.

Submitted by Marlene Santos (marlene.bc.ufg@gmail.com) on 2014-12-04T18:22:28Z No. of bitstreams: 2 Tese- Elis Aparecido Bento - 2013.pdf: 1240390 bytes, checksum: 353acfa530fd79da0d59d4a48a1572c4 (MD5) license_rdf: 23148 bytes, checksum: 9da0b6dfac957114c6a7714714b86306 (MD5) / Approved for entry into archive by Jaqueline Silva (jtas29@gmail.com) on 2014-12-04T18:46:46Z (GMT) No. of bitstreams: 2 Tese- Elis Aparecido Bento - 2013.pdf: 1240390 bytes, checksum: 353acfa530fd79da0d59d4a48a1572c4 (MD5) license_rdf: 23148 bytes, checksum: 9da0b6dfac957114c6a7714714b86306 (MD5) / Made available in DSpace on 2014-12-04T18:46:46Z (GMT). No. of bitstreams: 2 Tese- Elis Aparecido Bento - 2013.pdf: 1240390 bytes, checksum: 353acfa530fd79da0d59d4a48a1572c4 (MD5) license_rdf: 23148 bytes, checksum: 9da0b6dfac957114c6a7714714b86306 (MD5) Previous issue date: 2013-03-22 / Fundação de Amparo à Pesquisa do Estado de Goiás - FAPEG / The objective of the present study was to evaluate the performance, carcass characteristics and digestibility of diets with low or no bulk food inclusion in Dorper X Santa Ines lambs finished in a feedlot. The treatments consisted of five complete diets: Commercial Feed Corte Confina® (CCONF), commercial Concentrate Corte 20® plus Bagasse (CB), commercial Concentrate plus Corn and Bagasse (CMB), commercial Concentrate plus Corn, Soybean hulls and Bagasse (CMCSB) and commercial Concentrate plus Soybean hulls and Bagasse (CCSB). The performance study was carried out in the Goat and Sheep Sector at the Federal Institute Goiano - Campus Rio Verde – Goiás - Brazil. Twenty intact F1 Dorper x Santa Ines lambs were used, average age 60 days and average weight 20.34±39 kg at the start of the experiment. A complete randomized design was used. The experiment lasted 85 days and the animals were weighed every 21 days. The digestibility experiment was carried out in the experimental installations at the Food Analysis Laboratory of the Animal Production Department at the Veterinary and Animal Science College of the UNIVERSIDADE FEDERAL DE GOIÁS Goiânia – Brazil. A 5 x 5 Latin square was used to evaluate the apparent digestibility and intake performance. Samples of the diets used in the performance experiment were incubated to evaluate the in vitro dry matter degradability. The means were compared by the Fisher DMS test (α = 0.05). The diet did not affect (P>0.05) either performance, where the mean general weight gain was 232.4 g/day for 4.78 food conversion, or the carcass characteristics. The fatty acid profile of the carcass was altered. The intake performance was not affected and the food conversion was not altered. / O objetivo foi avaliar o desempenho, as características de carcaça e a digestibilidade de dietas com baixa ou nenhuma inclusão de alimento volumoso em cordeiros Dorper x Santa Inês terminados em confinamento. Os tratamentos foram constituídos por cinco rações completas: ração comercial Corte Confina® (CCONF), concentrado comercial Corte 20® mais bagaço de cana (CB), concentrado comercial mais milho e bagaço de cana (CMB), concentrado comercial mais milho, casca de soja e bagaço de cana (CMCSB) e concentrado comercial mais casca de soja e bagaço de cana (CCSB). O estudo de desempenho foi conduzido no Setor de Caprinos e Ovinos do Instituto Federal Goiano – Campus Rio Verde; foram utilizados 20 cordeiros não castrados F1 Dorper x Santa Inês com idade média de 60 dias e peso médio de 20,34±0,39 kg no inicio do experimento. Utilizou-se delineamento experimental inteiramente casualizado. O período experimental teve duração de 85 dias. Os animais foram pesados a cada 21 dias. O experimento de digestibilidade foi conduzido no Galpão experimental e no Laboratório de Análise de Alimentos do Departamento de Produção Animal da Escola de Veterinária e Zootecnia da Universidade Federal de Goiás. Trabalhou-se com um quadrado latino 5x5 avaliando a digestibilidade aparente e o comportamento ingestivo. Amostras das dietas usadas no experimento de desempenho foram incubadas para avaliar a degradabilidade in vitro da matéria seca. As médias foram comparadas pelo teste DMS de FISHER (α = 0,05). As dietas não promoveram efeitos (P>0,05) tanto no desempenho, em que o ganho de peso médio geral foi 232,4 g/dia para uma conversão alimentar de 4,78, quanto nas características de carcaças. Houve alteração do perfil de ácidos graxos da carcaça. O comportamento ingestivo não foi afetado e a Conversão Alimentar não alterou.

<p>Osnovni cilj istraživanja jeste da se izgradi brend koji će organski proizvod pojedinog proizvođača da razlikuje od proizvoda drugih proizvođača, stavljajući akcenat na njegovu prepoznatljivost, diferenciranost i lak&scaron;u identifikaciju kao i na učvr&scaron;ćivanje veza i razvijanje partnerskih odnosa sa potro&scaron;ačima. Brend je postao izuzetno značajan deo marketinga uz pomoć kojeg se kreira vrednost za potro&scaron;ače na trži&scaron;tu i otuda i potreba da se njime upravlja. Pored navedenog, cilj istraživanja jeste da istraži stavove i mi&scaron;ljenja ispitanika o organskim poljoprivredno-prehrambenim proizvodima i njihovim brendovima. Za dobijanje podataka o stavovima i mi&scaron;ljenjima ispitanika primenjen je metod ispitivanja pomoću anketnog upitnika. Trži&scaron;te organskih poljoprivredno-prehrambenih proizvoda je u ekspanziji u svetu i potro&scaron;ači pokazuju značajnu rastuću lojalnost. Sa razvojem trži&scaron;ta ovih proizvoda i u cilju boljeg nastupa na trži&scaron;tu proizvođačima nameće se potreba kreiranja i razvoja brenda koji će omogućiti lojalnost potro&scaron;ača, sigurniji i bolji plasman i veći profit. Organska poljoprivredno-prehrambena proizvodnja ima trend rasta i sve značajniju ulogu u razvoju sektora poljoprivredne i prehrambene industrije u Republici Srbiji. Organska poljoprivreda jeste delatnost kroz koju Srbija može i treba da stvori svoj proizvod, odnosno kasnije brend koji će biti konkurentan i prepoznatljiv na svetskom trži&scaron;tu sa pozitivnim imidžom kod potro&scaron;ača. Potrebno je da proizvođači razvijaju brend kako bi uspe&scaron;no nastupili kako na domaćem tako i na međunarodnom trži&scaron;tu. Prilikom brendiranja organskih poljoprivredno-prehrambenih proizvoda i njihovom plasiranju na trži&scaron;tu neophodno je poznavati potro&scaron;ače, njihove specifičnosti, navike i pona&scaron;anje kako bi se ostvario trži&scaron;ni uspeh.&nbsp; Organski poljoprivredno-prehrambeni proizvodi ne ispunjavaju samo svoju funkcionalnu vrednost odnosno za ishranu, oni govore o njihovim proizvođačima ali i potro<br />&scaron;ačima, njihovom načinu života, kulturnim karakteristikama, verovanjima i vrednostima. Potro&scaron;ači postaju ekolo&scaron;ki svesniji,vi&scaron;e je izražena briga za zdravlje. U Republici Srbiji povećava se interesovanje za organske poljoprivredno-prehrambene proizvode. Briga za zdravlje u velikoj meri determini&scaron;e odluku o izdvajanju vi&scaron;e sredstava za kupovinu i konzumiranje organske hrane. Cena i visina dohotka ispitanika predstavljaju osnovne limitirajuće činioce tražnje organskih poljoprivrednoprehrambenih proizvoda. Niska kupovna moć stanovni&scaron;tva otežava potro&scaron;ačima da ionako visoke izdatke za ishranu uvećaju kupovinom skupljih organskih proizvoda. Koncept brenda sve vi&scaron;e dobija na značaju zbog prednosti koje donosi, kako za organskog proizvođača kojima omogućava sigurniji plasman i veće premijske cene, tako i potro&scaron;ačima kojima olak&scaron;ava izbor, skraćuje vreme kupovine i pruža veću sigurnost u kvalitet organskih proizvoda. Proizvođači organske hrane treba da marketin&scaron;kim aktivnostima od robne marke naprave brend čime će imati konkurentsku prednost na trži&scaron;tu. Na taj način stvara se lojalnost potro&scaron;ača i povećava prodaja a samim tim ostvaruju se i bolji finansijski rezultati. Vrednost brenda organskih poljoprivredno-prehrambenih proizvoda usko je povezana sa lojalno&scaron;ću potro&scaron;ača organskih proizvoda. Lojalnost potro&scaron;ača pretpostavka je stabilnog nivoa proizvodnje i prodaje organskih poljoprivredno-prehrambenih proizvoda. Brendiranje u užem smislu uključuje odluke povezane sa izborom elemenata identiteta tj. stvaranje imena, logoa, dizajna. U &scaron;irem smislu obuhvata čitav niz strategija i postupaka kojima se defini&scaron;u zajednički i specifični elementi i njihovo uklapanje u postojeći portfolio organskog proizvoda sa ciljem da se brend izdvoji ne samo vizuelno već i u svesti potro&scaron;ača. Snaga brenda zasniva se na imidžu brenda i locirana je u svesti potro&scaron;ača. Imidž brenda organskih poljoprivredno-prehrambenih proizvoda je način na koji je brend percipiran od strane potro&scaron;ača. Postojanje jakih, povoljno ocenjenih asocijacija koje su jedinstvene za brend i impliciranje superiornosti preko brenda su kritične a često puta i odlučujuće za uspeh brenda. Kreiranjem pozitivnog imidža brendova organskih proizvoda proizvođači stvaraju pozitivnu sliku ili percepciju kod potro&scaron;ača &scaron;to vodi njihovom favorizovanju u procesu kupovine i potro&scaron;nje.</p> / <p>The main objective of this study is to build a brand that will differentiate organic products of an individual producer from products of other producers, with an emphasis on their recognizability, differentiation and easy identification, as well as on establishing and maintaining strong relations and partnership with consumers. Brand has become an extremely significant segment of marketing which contributes to creating value for consumers in the market; hence the need to be managed. Besides this, research goal is to explore the respondents&prime; attitudes and opinions about organic agricultural-foodstuff products and their brands. The research method used to obtain the data on the respondents&prime;attitudes and opinions was a questionnaire. The market for organic agricultural products is expanding worldwide and the consumers of organic products are showing significant increasing loyalty. With the development of the market for organic products and in order to improve performance on the market by producers of organic&nbsp; agricultural products, there arises the need to create and develop a brand that will enable consumer loyalty, a safer and better placement, as well as bigger profits.&nbsp; The organic agricultural-food production is on the rise and is getting a more significant role in the development of agricultural and food industry in the Republic of Serbia. Organic farming is the activity through which Serbia can and should create its own product, i.e. brand that will be competitive and recognizable in the world market, having a positive image among consumers. It is necessary for producers to develop the brand in order to have a successful appearance both on the domestic and international market. When branding and marketing organic agricultural-food products, it is<br />necessary to be familiar with consumers, their specific characteristics, habits and behavior, all in order to achieve success in the market. Not only do organic agricultural-food products have their functional, i.e. nutritional value, they also say much about their producers, but also about their consumers, their lifestyle, cultural characteristics, beliefs and values. Consumers are becoming more and more environmentally aware, whereas health concerns are more expressed. Interest in organic agricultural-foodstuff products in the Republic of Serbia is increasing. The decision on the allocation of more funds for purchase and consumption of organic food is largely determined by health concerns. The price of organic food and the respondents&prime; level of income are the main limiting factors affecting the demand for organic agricultural-foodstuff products. Due to low purchasing power of the population, it is difficult for consumers to increase already high food expenditures by purchasing organic products, which are even more expensive. The concept of brand is gaining importance because of the benefits it brings, both for organic farmers whom it provides secure product marketing and higher premium rates, and for consumers whom it provides easier selection, shortens the purchase time and secures greater confidence in the quality of organic products. Organic farmers should use marketing activities to transform their trademark into a brand, which will provide them with a competitive advantage in the market. In this way, consumer loyalty is created and sales increase, leading to better financial results. The brand equity of organic agricultural products is closely linked to loyalty of the consumers of organic agricultural products. Consumer loyalty is essential for he stable level of production and sale of organic agricultural products. In narrow sense, branding includes decisions related to the selection of identity elements, i.e. creating the name, logo, design. In a broader sense, it includes a whole range of policies and procedures used to define common and specific components and their integration into the existing portfolio of an organic product in order to make the brand distinctive, not only visually, but also in the consumers&rsquo; minds. The strength of a brand lies in its image and resides in the consumers&prime; consciousness. The image enjoyed by a brand of organic food products is the manner in which the brand is perceived by consumers. Having powerful, favourably evaluated associations uniquely identifiable with the brand and subtle implications of its superiority are of the essence and very often decisive for the brand&prime;s success. The creation of a positive image for a brand of organic food products instils a positive impression or perception in consumers resulting in preference for these products, both for the purpose of purchasing and consumption.</p>