Label “Quality Podravina” (promotion of quality and sustainable agricultural and food products

By project TOURBO

Published on 01 February 2024

Croatia

Sjeverna Hrvatska

About this good practice

The label "Quality Podravina " is a registered mark at the State Institute for Intellectual Property of the Republic of Croatia as a guarantee mark owned by the town of Đurđevac, obtained for 10 years, which protects the visual mark of domestic (green) products in the area of Podravina. The area of Podravina includes 3 cities and 25 municipalities. The label is free of charge for MSMEs and family farms for the production of food and agricultural products to protect, preserve, and increase the value of the products, raise the level of quality, sustainability, promotion, and sale of the products on the market from the category: wine and fruit wines, brandies and liqueurs, honey and bee products, fruit and vegetable products, milk and dairy products, meat products, cakes, industrial hemp products, and cereal products.
Products can be created with modern technology but from traditional raw materials and using a traditional recipe or they can be produced with a modern recipe but from traditional products or in a traditional way (depending on MSME). One of the goals of this label is the development of a sustainable tourist offer in the area of Podravina and its recognition. City of Đurđevac announced a Public Call for MSMEs and family farms to apply their products for label “Quality Podravina” and enable them to place their domestic (green) products. Products bearing this label can be found in Podravinoteka, a shop that sells only domestic and traditional products.

Resources needed

Label “Quality Podravina” is awarded by the city of Đurđevac which formed a committee consisting of 4 people and the criteria for awarding this label. The cost for obtaining the label for Đurđevac was 14,101 EUR but for MSMEs, they are free of charge.

Evidence of success

The label "Quality Podravina" has been given to 34 MSMEs (part of them are eco producers) and new ones are in the process of evaluation. Label has been given for more than 100 products produced in area of Podravina.
Inspired by the creation of label and better promotion of products from Podravina, in 2022 Podravinoteka was opened, a store where all products bearing this label are located and have free rental of space in the store for their products which is a big opportunity for regional MSMEs

Potential for learning or transfer

This example of good practice is certainly transferable to other territories, as it is a successful example of public and private sector cooperation that helps the development of MSMEs and family farms at the regional level. This can contribute to increase incomes and develop new and sustainable agro-food products as well as to maintain traditions, a need shared by different regions across Europe.
For such purpose, the city of Đurđevac and its committee formed for this purpose can share its methodology towards granting, controlling and monitoring the right to use the label.
The criteria used by Đurđevac (i.e. register and localisation of the economic activities, origin of the raw materials, legal regulations on production and quality in terms of environmental protection or consumer protection; tradition, etc.) can inspire other regions to implement similar processes, learning from and adapting this good practice.