How has the common marketing strategy contributed to the dynamic position of Krocus Kozanis in the market?

Krocus Kozanis Products (KKP) is all about the “Gold of the Greek land”; a unique, globally recognized Greek product, the best saffron variety worldwide. Prior to its establishment, the Cooperative de Saffran faced the competitive pricing policy of other saffron producers, i.e. Spain, Italy or Iran, with sales volumes eventually dropping, discouraging the Greek Saffron growers’ community. KKP combined the world renowned product with the essential business know-how to drive growth. Its sound organisational structure and know-how led to innovative, added value Greek-Saffron-based products, combined with an integrated marketing plan that highly contributed to the education of consumers and retails alike, while re-positioning Greek Saffron internationally as a precious, everyday spice with clinically proven beneficial action.

What are the challenges in the cooperation with the local producers / agricultural businesses for the adoption of a common approach in marketing and market issues?

Krocus Kozanis Products aims to provide a prosperity framework for the Saffron growers’ community through income raise and securing production purchase. The company supports the local economy, representing about 1,000 families from 20 villages around Kozani. It invests on improving those areas that can drive growth, increase production in response to the rising demand, promote innovation and differentiation, both in terms of product development and design as well as targeted market penetration strategy. The prosperity of the company is linked to the prosperity of Saffron growers; it’s a mutually beneficial relationship.

How has the establishment of Protected Designation of Origin (PDO) for greek red saffron by the EU helped to increase the exports of the product?

The PDO stamp is yet another competitive feature of the product. Consumers are overwhelmed with product information and options, but are aware of ingredients to be avoided, look for analytic synthesis data, for products’ nutritional value, their origin, even details on the way ingredients are cultivated. The PDO stamp is a practical means of spotting really qualitative, added-value products.

Show less

What are the advantages of the brand Campagna Amica for the farmers to consolidate and find new market spaces?

The Campagna Amica brand allows to give customers guarantees on the origin of the food offered by branded farms, and knowledge on the food consumed. Farmers who choose to join the Campagna Amica project, using a distinctive brand for the Points of sales belonging to the Network, decide to deal directly with consumers, for transparency. The Points of sales of Campagna Amica become a place not only of trade between producer and consumer but also of meeting and exchange.

What is the farms feedback towards Campagna Amica Brand?

Quite positive! The statistic research Institute (IXE) shows that the satisfaction index of the producers, participating in our network of markets, is very high. Market research also indicates that farmers of the network improve their market position and have the opportunity to get in direct contact with consumers, having, thus, a direct insight on their preferences and expectations (transparency, safety, freshness, authenticity, convenience, ...).

How does Campagna Amica help increase the exports of products?

Campagna Amica holds a great interest in expanding visibility of its brand across international consumers. Abroad, “Italianity” is clearly perceived as a value but a lot of products sold as Italian are fake. The brand Campagna Amica contributes to guaranteeing the best of “Made in Italy” in the world by exporting an “image” with great success.

Show less

What are the advantages of the brand “Mans Piens (My Milk)”?

We started production back in 2009 in order to promote the positive impact of fresh milk consumption. The brand name derives from the image of a cow addressing consumers directly saying “My Milk” as well as from the feeling that “if people are well fed, they are happy”. The “Mans Piens (My Milk)” brand guarantees customers the origin of the milk and yogurt. Farm “Veckūkuri” offers information on where and how milk they drink and yogurt they eat is being produced. Customers feel convinced that the product they purchase is completely local, natural, fresh and, therefore, tasty and healthy.

What is the feedback on “Mans Piens (My Milk)” brand and packaging?

The feedback is very positive, because it is very simple and natural as our products are. However, we received a lot of criticism at the beginning. But now even big milk processing companies in Latvia have started promoting their products with titles or brands including the word “My”.
I am proud that our packaging for milk - 1,0 litter PET bottle – received the “Best Packaging in Latvia, 2013” award by the Ministry of Environmental Protection and Regional Development of Republic of Latvia. The bottle was created in collaboration with "Gammaplasts" and it was especially designed to preserve quality of milk products, serve our customers and match farm ‘Veckūkuri” needs. This unique PET bottle has a large number of ergonomic features, i.e. the bottle:

• Fits human palm
• Conveniently fits in refrigerator door, placed on/in a shelf
• Compared to round bottles - traditional in Latvian market, it can be stored tightly next to or on top of each other
• Takes up little space (rolling process), leaving more free storage space
• Is compact and does not mislead the consumer (size and volume corresponds to the amount of milk they buy)

What does “Mans Piens (My Milk)” think about the exports of products?

“Mans Piens (My Milk)” products are increasingly popular and consumption grows in Latvia rapidly. People prefer healthy and locally produced products, therefore we believe there is still free market niche available in Latvia and therefore we are not thinking about exporting yet.

Show less