In cooperation with the Ministry of Agriculture, Forestry and Water Management, the company METRO Cash & Carry Serbia started a program of development and promotion of domestic products with protected geographical origin. Thanks to this initiative, for the first time the well-known Homoljski honey appeared on the shelves of a wholesaler, which is certified and recently has authorized producers who are in the process of control and certification.
"The protection of geographical origin contributes to building the identity of our products and creating their added value, which enables the producer to achieve a better placement, a higher price of the product, a higher level of customer trust, which directly contributes to the achievement of one of the priority goals of the agricultural policy, which is to raise the level of domestic competitiveness production. METRO's decision to offer products with geographical origin on its shelves is an exceptional opportunity for the promotion of our traditional products, as well as a chance for our producers to find their place in the increasingly demanding food market. Marks of geographical origin, highlighted on the packaging, give exclusivity to the product and point the customer to a specific region or place, as well as to all the specifics that the product possesses, and Serbia, as a country of geographical and climatic diversity, rich in gastronomic and cultural heritage, has enormous potential in this segment", said Branislav Raketić, head of the department for food labeling, quality schemes and organic production in the Ministry of Agriculture, Forestry and Water Management.
He adds that the Ministry of Agriculture's strategic commitment in the field of agriculture and food industry is to work intensively on increasing competitiveness, so that Serbian agriculture can grow from a raw material base into a sector that produces high-quality food products, recognizable both on the domestic and European markets.
"Domestic products with geographical origin stand out for their quality and deserve to be part of METRO's offer." At the same time, producers need help with certification and organization for placement, and we can help them with that. We offer them our global and domestic experience, we advise them in the entire process, in which the excellent team of the Ministry of Agriculture makes an exceptional contribution. The result is an offer of the best from Serbia. In addition, local products are very important for the increasingly topical issue of sustainability, because by purchasing these products we decide to develop the local economy, use local resources, which also reduces costs. This also means that we invest in domestic quality, we help it to become more visible and to be found in catering establishments, but also on tables throughout Serbia.", says André Rinnensland, general manager of METRO Cash & Carry Serbia.
Homolj honey is produced by beekeepers united in a beekeeping cooperative, who produce honey in Eastern Serbia. This product with a protected designation of origin is the first to be found on METRO's shelves, and preparations are underway with numerous manufacturers, who will also have the opportunity for the first time to be part of the offer of a large retail chain that cooperates with the hospitality sector and small and independent shops.
Press release: Metro Cash & Carry Serbia
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