{"id":8929,"date":"2022-04-17T13:39:55","date_gmt":"2022-04-17T13:39:55","guid":{"rendered":"https:\/\/www.agrilink2020.eu\/uncategorized-cs\/uloha-poradenskych-sluzeb-pri-rozhodovani-zemedelcu-o-inovacich-v-primem-marketingu-4"},"modified":"2022-04-28T09:31:46","modified_gmt":"2022-04-28T09:31:46","slug":"uloha-poradenskych-sluzeb-pri-rozhodovani-zemedelcu-o-inovacich-v-primem-marketingu-4","status":"publish","type":"post","link":"https:\/\/www.agrilink2020.eu\/cs\/vyzkumnici\/uloha-poradenskych-sluzeb-pri-rozhodovani-zemedelcu-o-inovacich-v-primem-marketingu-4","title":{"rendered":"\u00daloha poradensk\u00fdch slu\u017eeb p\u0159i rozhodov\u00e1n\u00ed zem\u011bd\u011blc\u016f o inovac\u00edch v p\u0159\u00edm\u00e9m marketingu"},"content":{"rendered":"\n

Region<\/h2>\n\n

T\u00e2mega e Sousa se nach\u00e1z\u00ed v severoz\u00e1padn\u00edm Portugalsku a m\u00e1 pr\u016fm\u011brnou hustotu zalidn\u011bn\u00ed 235 obyvatel na km2. V regionu p\u0159eva\u017euj\u00ed mal\u00e9 farmy (\u010dasto na \u010d\u00e1ste\u010dn\u00fd \u00favazek), 84 % farem m\u00e1 m\u00e9n\u011b ne\u017e 5 hektar\u016f. <\/p>\n\n

\"\"
Mapa regionu<\/figcaption><\/figure><\/div>\n\n

Zem\u011bd\u011blsk\u00e9 podniky v regionu jsou p\u0159ev\u00e1\u017en\u011b polykulturn\u00ed (sm\u00ed\u0161en\u00e9 a velmi rozmanit\u00e9). Nejd\u016fle\u017eit\u011bj\u0161\u00ed jsou zahradnick\u00e9 plodiny. V\u011bt\u0161ina farem m\u00e1 tak\u00e9 mal\u00e9 plochy vinic a \u010d\u00e1st regionu je zahrnuta do DOC Vinhos Verdes. Chov skotu je na \u00fastupu, ale v n\u011bkter\u00fdch p\u0159\u00edpadech m\u00e1 st\u00e1le v\u00fdznam. V regionu se v posledn\u00ed dob\u011b za\u010daly p\u011bstovat nov\u00e9 plodiny, nap\u0159\u00edklad kiwi. Tyto plodiny obvykle zav\u00e1d\u011bj\u00ed nov\u00ed z\u00e1jemci a mlad\u00ed zem\u011bd\u011blci. <\/p>\n\n

Zam\u011b\u0159en\u00ed studie<\/h2>\n\n

Studie se zam\u011b\u0159ila na marketingovou a organiza\u010dn\u00ed inovaci, kterou v regionu zavedl p\u0159\u00edstup p\u0159\u00edm\u00e9ho prodeje nazvan\u00fd PROVE(www.prove.com.pt)<\/a>. Koncept PROVE zahrnuje vytvo\u0159en\u00ed mal\u00fdch skupin 3 a\u017e 5 mal\u00fdch farem, kter\u00e9 prod\u00e1vaj\u00ed sv\u00e9 produkty p\u0159\u00edmo spot\u0159ebitel\u016fm. Zalo\u017een\u00ed a provoz skupin podporuj\u00ed m\u00edstn\u00ed rozvojov\u00e9 skupiny (Local Development Action – LDA), jejich\u017e c\u00edlem je umo\u017enit skupin\u00e1m p\u0159\u00edm\u00e9ho prodeje, aby byly dlouhodob\u011b sob\u011bsta\u010dn\u00e9. <\/p>\n\n

\"\"<\/figure><\/div>\n\n

Producenti se zorganizovali tak, aby ka\u017ed\u00fd t\u00fdden dod\u00e1vali spot\u0159ebitel\u016fm bed\u00fdnky s \u010derstv\u00fdm ovocem a zeleninou na p\u0159edem ur\u010den\u00e1 v\u00fddejn\u00ed m\u00edsta. PROVE vyvinula \u0161kolic\u00ed moduly a digit\u00e1ln\u00ed platformu, kde mohli zem\u011bd\u011blci ka\u017ed\u00fd t\u00fdden p\u0159ij\u00edmat objedn\u00e1vky spot\u0159ebitel\u016f. Projekt PROVE byl nejprve financov\u00e1n z iniciativy EU EQUAL a pozd\u011bji z portugalsk\u00e9ho programu rozvoje venkova na obdob\u00ed 2007-2013. Poprv\u00e9 ji v roce 2008 pilotn\u011b vyzkou\u0161ely \u010dty\u0159i LDA, v\u010detn\u011b ADER-SOUSA, LDA z\u0159\u00edzen\u00e9 v \u00fadol\u00ed T\u00e2mega. <\/p>\n\n

Iniciativa PROVE byla zpo\u010d\u00e1tku v \u00fadol\u00ed T\u00e2mega velmi \u00fasp\u011b\u0161n\u00e1 a zapojila se do n\u00ed \u0159ada mal\u00fdch producent\u016f. Rychle se roz\u0161\u00ed\u0159ila s podporou dal\u0161\u00ed LDA a v roce 2012 byl region T\u00e2mega e Sousa jedn\u00edm z nej\u00fasp\u011b\u0161n\u011bj\u0161\u00edch p\u0159\u00edklad\u016f p\u0159\u00edstupu PROVE se 45 % producent\u016f PROVE a 30 % skupin, kter\u00e9 v t\u00e9 dob\u011b v Portugalsku existovaly. <\/p>\n\n

Po\u010det skupin v regionu dos\u00e1hl vrcholu na 6 s 26 v\u00fdrobci. Jak se v\u0161ak v\u00fdrobci ob\u00e1vali, skupiny byly p\u0159\u00edli\u0161 velk\u00e9 a nab\u00eddka produkt\u016f p\u0159evy\u0161ovala popt\u00e1vku spot\u0159ebitel\u016f. Mnoz\u00ed drobn\u00ed zem\u011bd\u011blci proto ze syst\u00e9mu p\u0159\u00edm\u00e9ho uv\u00e1d\u011bn\u00ed na trh vystoupili a vr\u00e1tili se k tradi\u010dn\u00edmu prodeji na farm\u00e1ch nebo na m\u00edstn\u00edch trz\u00edch. Studie AgriLink se zam\u011b\u0159ila na toto opu\u0161t\u011bn\u00ed inovace. <\/p>\n\n

\u0158ada specializovan\u011bj\u0161\u00edch producent\u016f, v\u010detn\u011b nov\u00fdch subjekt\u016f a mlad\u00fdch zem\u011bd\u011blc\u016f zapojen\u00fdch do dal\u0161\u00edch program\u016f p\u0159\u00edm\u00e9ho prodeje, oslovuje restaurace a lah\u016fdk\u00e1\u0159stv\u00ed nach\u00e1zej\u00edc\u00ed se v metropolitn\u00ed oblasti Porto. V n\u011bkter\u00fdch p\u0159\u00edpadech se producenti z t\u00e9to pozd\u011bj\u0161\u00ed skupiny rozhodli dod\u00e1vat svou produkci, konkr\u00e9tn\u011b v p\u0159\u00edpad\u011b kiwi a bobulovin, m\u00edstn\u00edm dru\u017estv\u016fm. V dob\u011b kon\u00e1n\u00ed pr\u016fzkumu AgriLink v roce 2018 neexistovaly na v\u00fdchodn\u00ed stran\u011b regionu \u017e\u00e1dn\u00e9 skupiny PROVE. <\/p>\n\n

Celou zpr\u00e1vu (v angli\u010dtin\u011b) naleznete zde<\/p>\n\n

<\/object>D2.2_PT.GDPR<\/a>St\u00e1hnout<\/a><\/div>\n\n
\n\n

Partner a kontaktn\u00ed osoba<\/h2>\n\n
\"\"<\/figure>\n\n

University of Tr\u00e1s-os-Montes e Alto Douro<\/h2>\n\n

L\u00edvia Madureira, lmadurei@utad.pt<\/a><\/p>\n\n

\n\n

Z\u00edskan\u00e9 poznatky<\/h2>\n\n
  1. Existuje mezera, pokud jde o dostupnost zem\u011bd\u011blsk\u00e9ho poradenstv\u00ed pro p\u0159\u00edm\u00fd marketing a dal\u0161\u00ed formy marketingov\u00fdch a organiza\u010dn\u00edch inovac\u00ed. Je zapot\u0159eb\u00ed v\u00edce spole\u010dn\u00fdch inovac\u00ed, kter\u00e9 v\u0161ak vy\u017eaduj\u00ed nov\u00e9 \u00fa\u010dastn\u00edky a nov\u00e9 n\u00e1pady. <\/li>
  2. Nelze p\u0159edpokl\u00e1dat, \u017ee kr\u00e1tk\u00e9 dodavatelsk\u00e9 \u0159et\u011bzce jsou v\u0161el\u00e9kem pro zaji\u0161t\u011bn\u00ed p\u0159\u00edjm\u016f a socioekonomick\u00e9 udr\u017eitelnosti drobn\u00fdch zem\u011bd\u011blc\u016f. Jen velmi m\u00e1lo producent\u016f je v\u0161ak odhodl\u00e1no vyvinout \u00fasil\u00ed, aby se zapojili do p\u0159\u00edm\u00e9ho prodeje a p\u011bstovali dlouhodob\u00e9 vztahy se sv\u00fdmi z\u00e1kazn\u00edky. V\u011bt\u0161ina drobn\u00fdch zem\u011bd\u011blc\u016f, a zejm\u00e9na t\u011bch specializovan\u011bj\u0161\u00edch, se rad\u011bji v\u011bnuje v\u00fdrob\u011b a vyh\u00fdb\u00e1 se dal\u0161\u00edm probl\u00e9m\u016fm spojen\u00fdm s p\u0159\u00edm\u00fdm prodejem. To je hlavn\u00ed probl\u00e9m, kter\u00fd iniciativy jako PROVE \u010dasto opom\u00edjej\u00ed. <\/li>
  3. Navzdory ne\u00fasp\u011bch\u016fm p\u0159inesla iniciativa PROVE drobn\u00fdm zem\u011bd\u011blc\u016fm, kte\u0159\u00ed se j\u00ed z\u00fa\u010dastnili, mnoho „pou\u010den\u00ed“. Z t\u011bchto zku\u0161enost\u00ed mohou st\u00e1le vzej\u00edt nov\u00e9 iniciativy zem\u011bd\u011blc\u016f, kte\u0159\u00ed se jimi pos\u00edlili. <\/li>
  4. Zem\u011bd\u011blci mus\u00ed b\u00fdt zbaveni nadm\u011brn\u00e9 z\u00e1t\u011b\u017ee spojen\u00e9 s p\u0159\u00edm\u00fdm prodejem. K tomu je zapot\u0159eb\u00ed v\u00edce nov\u00fdch forem spolupr\u00e1ce zahrnuj\u00edc\u00edch spole\u010dn\u00e9 inovace. To by mohlo rovn\u011b\u017e \u0159e\u0161it „\u00fanavu spot\u0159ebitel\u016f“ spojenou s opakuj\u00edc\u00edmi se „krabicemi s produkty“, kter\u00e9 postr\u00e1daj\u00ed rozmanitost a novost. <\/li><\/ol>\n","protected":false},"excerpt":{"rendered":"

    Region T\u00e2mega e Sousa se nach\u00e1z\u00ed v severoz\u00e1padn\u00edm Portugalsku a m\u00e1 pr\u016fm\u011brnou hustotu zalidn\u011bn\u00ed 235 obyvatel na km2. V regionu p\u0159eva\u017euj\u00ed mal\u00e9 farmy (\u010dasto na \u010d\u00e1ste\u010dn\u00fd \u00favazek), 84 % farem m\u00e1 m\u00e9n\u011b ne\u017e 5 hektar\u016f. Zem\u011bd\u011blsk\u00e9 podniky v regionu jsou p\u0159ev\u00e1\u017en\u011b polykulturn\u00ed (sm\u00ed\u0161en\u00e9 a velmi rozmanit\u00e9). Nejd\u016fle\u017eit\u011bj\u0161\u00ed jsou zahradnick\u00e9 plodiny. V\u011bt\u0161ina farem m\u00e1 tak\u00e9 mal\u00e9 … Continued<\/a><\/p>\n","protected":false},"author":2,"featured_media":7363,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[121,122,148,150],"tags":[468],"region":[835],"country":[576],"work_package":[232],"keyword":[268,298],"_links":{"self":[{"href":"https:\/\/www.agrilink2020.eu\/cs\/wp-json\/wp\/v2\/posts\/8929"}],"collection":[{"href":"https:\/\/www.agrilink2020.eu\/cs\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.agrilink2020.eu\/cs\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.agrilink2020.eu\/cs\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.agrilink2020.eu\/cs\/wp-json\/wp\/v2\/comments?post=8929"}],"version-history":[{"count":1,"href":"https:\/\/www.agrilink2020.eu\/cs\/wp-json\/wp\/v2\/posts\/8929\/revisions"}],"predecessor-version":[{"id":8930,"href":"https:\/\/www.agrilink2020.eu\/cs\/wp-json\/wp\/v2\/posts\/8929\/revisions\/8930"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.agrilink2020.eu\/cs\/wp-json\/wp\/v2\/media\/7363"}],"wp:attachment":[{"href":"https:\/\/www.agrilink2020.eu\/cs\/wp-json\/wp\/v2\/media?parent=8929"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.agrilink2020.eu\/cs\/wp-json\/wp\/v2\/categories?post=8929"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.agrilink2020.eu\/cs\/wp-json\/wp\/v2\/tags?post=8929"},{"taxonomy":"region","embeddable":true,"href":"https:\/\/www.agrilink2020.eu\/cs\/wp-json\/wp\/v2\/region?post=8929"},{"taxonomy":"country","embeddable":true,"href":"https:\/\/www.agrilink2020.eu\/cs\/wp-json\/wp\/v2\/country?post=8929"},{"taxonomy":"work_package","embeddable":true,"href":"https:\/\/www.agrilink2020.eu\/cs\/wp-json\/wp\/v2\/work_package?post=8929"},{"taxonomy":"keyword","embeddable":true,"href":"https:\/\/www.agrilink2020.eu\/cs\/wp-json\/wp\/v2\/keyword?post=8929"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}