PRIMA fruit of PRIME quality
Farming Cooperative PRIMA was founded by 26 farmers by joint effort wanting to sell their fruit and vegetables both on the market of Serbia and Europe.
One of the most relevant preconditions for PRIMA to cooperate with big companies was the building of a modern cold-storage with ULO technology (Ultra Low Oxigen level in cooling chambers) in addition to meeting strict HACCP standards. The Cooperative itself could not finance such an large investment while the banks it applied to demanded marketing plans.
The production method of fruit and vegetables and the system of their out of season preservation in up-to-date cooling chambers have been translated into a specific marketig plan. With clearly defined target groups, together with the Cooperative's management we set as a stategic objective the creation of PRIMA brand through which the Cooperative would be selling prime fruit from the north of Vojvodina, Serbia. We elaborated methods for achieving the goal of PRIMA - to become the regional supplier of fresh fruit and vegetables, and converted them into operative steps taking account of the strict ecological standards of European Union.
PRIMA obtained the means from the bank and built the most up-to-date cold-storage, then the only one of the kind in Serbia. In the meantime, the Cooperative succeeded in penetrating the Russian market on which they have been selling first class fruit and vegetables from Serbia throughout the year.
Client:
Agricultural Cooperative PRIMA, Serbia
