consumer perception survey in montenegro and neighboring … survey_hotels... · 2018. 3. 8. ·...
TRANSCRIPT
+
Consumer Perception Survey in Montenegro
and neighboring countries
- Qualitative research in Montenegro, report
FAO/EBRD – Upgrade of Meat Quality Standards & Exchange of Lessons in
Western Balkans Project
+Sample and Methodology
Target group Sample
Hotels with 5* 4
Hotels with 4* 16
Hotels with 3* 10
Restaurants with national
cuisine mark10
Largest retail chains 5
Methodology: Qualitative research, in-depth interviews
Number of respondents: 45 from all three geographic regions
Time: approx. 45 min
• In-depth interviews with
owners, managers and
main chiefs in restaurants
/ hotels in which MNE
meat products are
served + Retail chain
managers
+
Based on In-depth
interviews
Conclusions and
Recommendations
+ CONCLUSIONS (1)
General conclusions - Hotels:
o Hotels in Montenegro pay the most attention to requests and expectations of tourists, based on
which they define their menues.
o Types of fresh meat served mostly depend on the hotel category and region where the hotels
are located. All hotels offer lamb, veal, pork and beef, for hotels at the seaside is characteristic
to offer fish specialties, while 5* hotels offer game as well.
o All 4* and 5* hotels have wide range of meat preparations originating mostly from
Montenegro, while 3* hotels’ offer of meat preparations is slightly poorer due to smaller
capacities and structure of guests.
o Purchase of fresh meat in 4* and 5* hotels is usually carried out on daily basis through
registered producers/suppliers. On the other hand, 3* hotels procure fresh meat one or twice a
week, from registered producers/suppliers, in butcher stores or markets or from small-scale local
producers.
o 5* Hotels purchase meat preparations on daily basis, while 4* and 3* hotels carry out this activity
from 2-3 times a week to once a week. All hotels purchase meat preparations either from
registered producers/suppliers or in markets.
+ CONCLUSIONS (2)
General conclusions - Hotels:
o Guests in hotels rarely ask about geographic origin of the product, so the hotels don’t
find this item crucially important, and dedicate more attention to quality and necessary
certificates.
o Traditional products are not hard to find, but it is hard to find companies that
legally produce such products with all necessary certificates. In majority, they are
small-scale producers who have quality, but are unable to either meet demand or own
relevant certificates.
o Almost none of hotels promotes/advertizes Montenegrin products. There are no
written information on country of origin and method of production. However, if the
guest is interested, the hotel staff is ready to provide all necessary information.
o In all hotels, Njeguši prosciutto is rated as premium quality product, with specific
smell, taste and is served on daily basis. In order for this product to become a brand, in
addition to specific method of processing and preparation, respondents think that it is
necesary that raw materials originate from Njegusi or Montenegro as well.
+ CONCLUSIONS (3)
General conclusions - Restaurants:
o Restaurants build their image on Montenegrin dishes prepared in traditional way, and
guests choose them due to their specificity.
o Types of fresh meat offered by restaurants vary. Restaurants in mountain areas offer
lamb, veal, pork and beef, restaurants in coastal and central region offer dishes from
chicken and fish specialties, restaurants in areas inhabited with muslim population do
not offer meals from pork, while only small number of restaurants offer meals from
turkey and goat meat.
o All restaurants have wide range of meat peparations in their offer, which they usually
purchase from producers/meat industry from Montenegro.
o Purchase of fresh meat is carried out on daily basis, or 2-3 times a week, while meat
preparations are purchased from 2-3 times a week to once a week, depending on the
season. Fresh meat is usually procured from small-scale local producers or in butcher
stores, while meat preparations from registered producers/suppliers or in markets.
+ CONCLUSIONS (4)
General conclusions - Restaurants:
o Geographic origin of products is very important, because there is significant difference in
quality and method of preparation between products from mountain and lower regions of
Montenegro.
o It is very important that products have quality mark/certificate, because it guarantees
quality, while products purchased from small-scale producers (mostly fresh meat) must have
safety certificate.
o Restaurants do not have clear notification that certain products originate from
Montenegro. Considering that these restaurants are national, it is implied that they offer
exclusivelly Montenegrin products, and the staff is trained to present requested information
on geographic origin and method of preparation.
o Njeguški prosciutto is rated as products of premium quality, specific smell, taste and
colour. It is offered in restaurants on daily basis. According to respondents, it is very important
that in addition to specific processing method, raw materials too originate from Njeguši region
or at least from Montenegro.
+ CONCLUSIONS (5)
General conclusions - Retail chains:
o All types of fresh meat can be found in retail stores in Montenegro, from pork, veal,
baby beef, lamb, to beef and chicken.
o The best-selling type of fresh meat is pork, while buyers in retail stores are ready to
pay more money to buy fresh veal.
o Njeguški prosciutto is the most demanded meat preparation in retail stores.
o When choosing meat preparations, the most important elements for buyers are
quality, price, vacuum packing and expiry date.
o Fresh meat is purchased on daily basis, while meat preparations are procured
depending on offer, but usually two-three times a week.
o Meat preparations are mostly imported from: Serbia, Croatia and Macedonia.
o In all retail stores, “quality mark/certificate“ is critical when choosing meat
preparations.
+ CONCLUSIONS (6)
General conclusions - Retail chains:
o They do not cooperate with local small suppliers (individual farmers) because they are not
registered and their products must not be in their offer, according to legal regulations.
o They think that there is a lack of suppliers and producers of meat products to meet needs of retail
stores in Montenegro.
o They are willing to allocate more money for purchase of premium prosciutto from Njeguši under
condition that it is prepared by certain standards and that raw material is from Montenegro.
o Meat preparations from Montenegro and imports are not advertized separately, but in certain retail
stores are physically separated in separate reefer display cases.
o Advertising of specific brand is mostly done through actions on product.
o It is not ggeographic origin that is decisive when choosing Njeguški prosciutto, but quality and
price.
o Respondents think that products of some producers in Montenegro do not have constant quality.
+ RECOMMENDATIONS (1)
o Although Montenegro has good offer of meat products in general, it is necessary to invest into
expansion of livestock, so that developed meat industry could use domestic raw material.
o More funds need to be invested into new technologies for meat processing.
o Particular attention must be paid to advertising brands originating from Montenegro. All
restaurants and hotels need to be motivated to better promote Montenegrin products. It should
be clearly stated which products are Montenegrin, method of their processing, etc.
o Preservation of autochthonous types is prerequisite for preservation of taste of traditional
food.
o Montenegrin market has limited offer of fish products (only 1 registered fish store at the
seaside), so the offer of fish and fish specialties in all regions of Montenegro is limited as well,
while the demand of consumers grows.
o Given that Montenegro is touristic country, there is a growing demand for game, but the offer
is very limited. It is necessary to encourage meat producers to enrich and develop their offer
in this direction.
+ RECOMMENDATIONS (2)
o Restaurant and hotel staff needs to regularly attend trainings, visit producers, etc., so that they, in
case the guest asks, would be ready to provide as much information as possible on the product itself, as
well as method of its production.This could influence the guest’s choice to great extent.
o The potential for development of meat industry in Montenegro also lies in the offer of trip tours, which
would enable tourists to visit local producers and taste meat products prepared in traditional way on
the agricultural holding.
o The chance for small-scale meat producers lies in associations, and introducing geographic
indication of origin. In that way, small quantities produced would obtain premium quality. Through
associations, producers would be able to meet demands for larger quantities of certain buyers (tourist
and hospitality industry).
o Small-scale producers should be allowed to shorten the way to end consumer through opening local
green markets, where they would offer their products with obligatory meeting of quality standards.
o In order to declare the product as “domestic product”, it is very important that raw material are
not imported, but that livestock is locally reared.
+ RECOMMENDATIONS (3)
o According to respondents, Njeguški prosciutto, due to its method of processing and specific
climate has better taste and smell if it is produced in Njeguši. Respondents think that raw
material used for the production should be from Njeguši or at least from Montenegro.
o Improve written informing on meat preparations. Producers must spend more money on
analysis of their products, so that decalarations contain all necessary information, starting from
gluten-free information to other positive aspects.
o Support measures for expansion of livestock are justified considering that the demand for fresh
meat and meat preparations is higher than domestic supply.
o Taking into account that none of retail stores can meet demand for turkey meat from local
producers, there is space for action of local producers to register their products if they have
them and/or invest more into production of turkey.
o It is necessary to encourage traditional method of preparation of Njeguški prosciutto and
compliance with food safety standards.
+
Based on In-depth
interviews
Hotels 5*
+Consumption and purchase habits related to
fresh meat and meat preparations (1)
Fresh meat meals
o Offer of fresh meat products makes 60% of total
offer in 5* hotels. All 5* hotels have their own
meat specialties based on which the hotel
built its reputation.
o The offer of fresh meat meals is very rich. 5*
hotels offer meals from lamb, pork, veal,
baby beef, chicken, turkey, fish specialties
and game.
Meat preparations
o 5* hotels offer almost all meat preparations
available at Montenegrin market. The most
present products are: pork and beef
proscuitto, bacon, various types of ham,
beef and pork loin, smoked neck.
o Apart from being on daily menu (breakfast,
cold appetizers, etc.), meat preparations
make a significant part of buffet.
o All 5*hotels organize different types of celebrations and events, and clients are usually rich foreign
guests. Special menues are prepared for such events and are defined based on Client’s requests.
o In all 5* hotels decision on what type of meat preparations/fresh meat meal will be offered is made by
F&B managers and chefs.
+Consumption and purchase habits related to
fresh meat and meat preparations (2)
Purchase of fresh meat and meat preparations
o All 5* hotels purchase fresh meat on daily basis, which ensures its
freshness and quality. Meat preparations are also procured every day.
This type of purchase is facilitated by well organized procurement
service.
o A very small quantity of meat is kept frozen. Usually, they are
imported products, such as Irish lamb.
o Purchase of fresh meat and meat preparations is usually done through
official distributors – suppliers. Such purchase ensures reliable
delivery, regular supply and meets quality standards.
o Majority if 5* hotels have more than one supplier of fresh meat and meat
preparations. The schoose suppliers depending on type of products they
supply, quality and price.
o If fresh meat is ordered for special occasions, the purchase is made one
day earlier.
+Local vs. Imported brands
o Major part of offer of fresh meat and meat preparations in 5* hotels make Montenegrin
products (about 80%).
Domestic brands
GoranovićMartex
Mesopromet Franca
Megapromet
ExYU brands
Pik Vrbovac
Škorpion
Ovako
Carnex
Zlatiborac
Other countries from fich fresh
meat and meat preparations are
imported
Italy
France
Spain
Ireland
Tayland
o Imported brands from ExYU countries are
used for products which do not exist in
Montenegrin offer.
o Products from other countries are ordered
because foreign guests request them. These
products are known on world market and
offered in majority of 5* hotels in the world.
o Difference in quality exists, because world known products of best
quality are purchased from abroad. However, respondents agreed
that Montenegrin products have good quality and affordable prices.
o Regardless of whether the product is imported or local, it must
have “quality mark/certificate“.
o All 5* hotels said that good traditional products are not hard to find,
but that it is hard to find companies that legally produce
traditional products with necessary certificates.
+Perception of products and brands
from Montenegroo In general, meat preparations form Montenegro are rated as products of
very good quality. Oscilations in terms of quality are rare. If it happnes,
5* hotels usually terminate cooperation.
o None of 5* hotels purchase products from small of medium sized
producers, because, most often, they do not own necessary certificates,
even though they agreed that their products are of good quality.
o Respondents stated that georaphical indication of origin is not crucial
when it comes to Montenegrin products, because gests appreciate quality
much more.
o Guests ask to taste traditional Montenegrin cuisine and most often are
satisfied with the quality, which is particularly characteristic for guests from
abroad. However, none of 5* hotels has written information on the origin
and method of preparation presented in their menues. If guests are
interested, hotel staff provides requested information.
Brands from Montenegro present in 5* hotels
Franca
GoranovićMartex
+Njeguši prosciutto – awareness,
offer, quality, price
The best/most
prestigious/most
prominent/most wanted
Montenegrin cured-meat
product
NJEGUŠKI
PROSCIUTTO
o Respondents agreed that it is very important to have Njeguški
prosciutto in their offer. While one purchase Njeguški prosciutto
exclusively from Njeguši, others don’t find that important, because
the difference in comparison to prosciutto from other parts of
Montenegro is minor and guests do not notice it.
o Njeguški prosciutto in 5* hotels is served on daily basis, and there is
readiness to pay higher price for this product under condition that
raw material is from Njeguši.
“In order to declare one
product as genuine Njeguški
proscuitto, it must meet certain
requirements such as: that raw
material comes from Njeguši,
that it has precise salinity, that
is dires in natural conditions,
tahnks to climate and air flow.
Nevertheless, Njeguški
prosciutto today has become
just a brand and is usually
produced in artificial way (in
factories, etc..).”
+
Based on In-depth
interviews
Hotels 4*
+Consumption and purchase habits related to
fresh meat and meat preparations (1)
In 4* hotels the most present types of fresh meat are lamb, baby beef, veal, pork,
chicken and turkey, while duck, game, fish and sea food are less present.
o Specialties by which 4* hotels are known are: njeguški stake, veal medallions, pork
chops, etc.
Meat preparations offered include pork and beef prosciutto, bacon, loin, sudžuk,
kulen, mortadela, saussages, wurst, kastradina and stelja, while ramsteak, dried
lamb and pork ribs, barbeque saussages, patte and dried ship ham are rarely
served.
o Meat preparations ate usually served in the form of buffet in the morning and evening.
All hotels offer organization of celebartions and on that
occasions use the same types of meat as in daily menues,
although, upj client’s request, other meat products not include
din standard menu are provided.
Decisions on what types of meals will be served at the hotel is
are usually made by chef in agreement with hotel
director/manager.
+Consumption and purchase habits related to
fresh meat and meat preparations (2)
o 4* hotels usually purchase fresh meat on
daily basis in the season period, while
outside season 2-3 times a week.
o Purchase is exclusively made from
registered producers/suppliers, and
rarely in markets. None of 4* hotels
neither confirmed nor denied cooperation
with small-scale producers or small
butcher stores.
o In 4* hotels, meat preparations are
purchased 2-3 times a week during
season,while outside season the purchase
is made once a week.
o Purchase of meat preparations is usually
made in large markets, while rarely
through registered producers/suppliers.
+Local vs. Imported brands
Montenegrin brands
• Goranović• Martex
• Mesopromet Franca
• Martinović• Turo
• Gradina
• Miljanić
Imported brands
• Carnex
• Pik Vrbovac
• Pekabrsko
• Dimes
• Gornič
o Majoroty of 4* hotels use fresh meat
and meat preparations exclusively
from Montenegro.
o Products that are most often imported
are the following: patte, wurst, ham
and kulen, due to their better
quality, while tuna fish, losos, squid
and sea food are imported because
there are not domestic producers.
o When choosing products and brand, great attention is
paid that they have quality mark/certificate (HACCP,
ISO standard 22000, etc.)
o All hotels are willing to pay higher price for products
from Montenegro against those imported.
“A prerequisite for the hotel to buy
certain meat products is that they
must have quality certificate
(HACCP standards) and that meat
has all necessary supporting
documents, which guarantees
security and quality.”
+Perception of products and brands
from Montenegro
o Fresh meat and meat preparations
from Montenegro are rated as
products of premium quality,
specific taste and smell.
o Respondents think that good products prepared in traditional way are not hard to find in
general (agricultural holdings with small production, livestock markets, etc.). The problem is that
majority of producers do not own quality mark/certificate, which prevents them to buy their
products.
o Foreign guests ask about the country of origin and are more interested in the way of
preparation of products than domestic ones. Only one hotel promotes traditional Montenegrin
products. Other 4* hotels neither have written information on the product not promote them in
any particular way (other than information listed in the menu), but hotel staff is rady to provide
such information to guests.
Montenegrin brands offered in 4* hotels
Goranović; Martex; Mesopromet Franca; Martinović; Miljanić
“We promote Montenegrin traditional products
through organization of coctails and presentations
in hotel premises, every 6-7 months. In addition,
we print flyers with Montenegrin traditional
products presented. Such way of promotion
largely contributes to hotel operating.”
+Njeguški prosciutto – awareness, offer,
quality, price
o Almost all 4* hotels said that the most wanted and the best known Montenegrin product is
Njeguški prosciutto, which is in great demand and it is daily served in hotels.
o Majority of respondents think that Njeguški prosciutto from Njeguši is very similar to
prosciutto from Cetinje or nearby area, so it is not crucial to procure it exclusively from
Njeguši. Therefore, they are not ready to pay higher price for such product.
o On the other hand, a small number of interviewed 4* hotels think that it is very important that
Njeguški prosciutto is from Njeguši due to climate and way of drying, so they would be
ready to pay more for Njeguški prosciutto of premium quality under condition that raw material
is from Njeguši instead imported.
The best/most prestigious/most prominent/most
wanted Montenegrin cured-meat product
NJEGUŠKI PROSCIUTO
+
Based on In-depth
interviews
Hotels 3*
+Consumption and purchase habits related to
fresh meat and meat preparations (1)
Fresh meat usually offered in 3* hotels: lamb,
veal, baby beef, pork, chicken and fish
specialties.
o None of 3* hotels has game in their offer, and
turkey is also rarely present.
o All 3* hotels prepare fresh meat meal in
traditional way, and specialties are: beef
ramsteak with fruits in honey brandy; beef
ramsteak with grilled vegetables and
honey brandy; lamb in marinade, etc.
o Types of meat preparations offered in 3* hotels
most often depend on accomodation capacity
of the hotel. Hotels with smaller capacities
usually have pork and/or beef prosciutto,
pork and/or beef loin, bacon, saussages,
wurst and hams, while hotels with larger
capacities, in addition to mentioned products,
offer also sudžuk, stelja, kastradina, dried
sheep ham, dried lamb ribs, chicken
breasts and kulen.
Every second hotel does not offer service of
organizing celebrations due to small capacity of
restaurants while those who organize such events
offer meat preparations from standard menu,
while the offer of fresh meat depends on clinet’s
request.
Decisions on which meat meals and brands of
meat preparations will be served are usually
made by owners in agreement with chefs
+Consumption and purchase habits related to
fresh meat and meat preparations (2)
o Purchase of fresh meat in 3* hotels is
usually made once or twice a week. The
method of purchase varies among hotels.
Some of them purchase fresh meat
directly from registered
prducers/suppliers, others in butcher
stores or markets, and there are those
who purchase fresh meat from small-
scale producers.
o 3* hotels purchase meat preparatons
usually once a week, in markets or
directly from registered producers. About
10% respondents said that they produce
certain meat preparations (prosciutto,
saussage, bacon) by themselves and offer
them in their hotels.
“We buy meat and meat preparations
from different suppliers. We often
purchase meat from local, small
producers (farmers), while meat
preparations are bought from meat
industries.We opted for this type of
purchase because we are satisfied with
both meat industries and traditional
method pf production of fresh meat.”
+Local vs. Imported brands
Montenegrin brands
Goranović
Franca
Niksen Trade
Martex
Imported brands
Carnex
Zlatiborac
Neoplanta
o About 50% 3* hotels use meat preparations exclusively
made in Montenegro, while the rest procure two-three
products from import in addition to local ones.
o Products that are usually imported are: wurst, ham, tea
saussage, kulen and barbeque saussage.
o None of 3* hotels offers the same product from imports and
local producer.
o Respondents agreed that there is a difference in
preparation, smell and taste between local and imported
products, but this difference is not that visible.
o In regard to “quality mark/certificate“, the opinion
is divided. For one, quality indication is of crucial
importance when choosing brand of meat preparations,
while others think that quality indication doe snot
have particular advantage because large plants do
not follow traditonal method of preparation.
o Majority of 3* hotels are willing to pay higher price for
products from Montenegro in comparison to imported
or premium products.
“The indication such as
‘Good from Montenegro’
does not represent any
particular advantage for
purchase of specific type
fo product. E.g. Meat plants
dry saussage/tea saussage
in electric chamber, which
deviates from traditional
way of preparation and
therefore the product gets
different taste.”
+Perception of Montenegrin products
and brands
o Montenegrin cured-meat products are of good and verified quality, good
taste and specific smell. Variations in quality exist, but they are
minor/insignificant. Nevertheless, this could have negatove impact on
cooperation.
o All 3* hotels agreed that traditional products are not hard ot find, but large
problem is the fact that. Svi hoteli sa 3* slažu se da do tradicionalnthe best
traditional products are made by small-scale producers who do not
have possibility to sell them to hotels and restaurants due to lack of
certificates.
o Respondents agreed that the role of geographic origin is very important
for hotels, but guests rarely ask about it.
o While local guests do not matter whether meat preparations are local or
imported, foreign guests are very intersted in tasting local specialties.
o None of 3 + hotels has written information on country of origin and
processing method, or special advertizing for products of Montenegro.
However, the hotel staff is trained to provide necessary information and offer
domestic couisine.
The most present
Montenegrin brands
in 3* hotels
GoranovićMesopromet Franca
Niksen Trade
Martex
MartinovićČavor
Rotor
Interproduct
+Njeguški prosciutto – awareness, offer,
quality, price
o It is very important for all 3* hotels to have Njeguški
prosciutto in their offer, since there is great demand for this
product.
o Njeguški prosciutto from Njeguši os traditionally processed
and dried, which makes it direr, with stronger, darker colour
and specific smell than prosciutto from other parts of
Montenegro. Exactly for these reasons, majority of 3* hotels
procured this product from Njeguši or from Cetinje and
hearby area, because the difference is minor.
The best/most prestigious/most
prominent/most wanted
Montenegrin cured-meat product
NJEGUŠKI PROSCIUTO
and NJEGUŠKA SAUSSAGE
o Njeguški prosciutto is served on daily basis in all 3* hotels and
they are ready to pay higher price for Njeguški prosciutto of
premium quality, under condition that raw material is from
Njeguši instead of other parts of Montenegro or imports.
+
Based on In-depth
interviews
Restaurants
with national
cuisine mark
+Consumption and purchase habits related to
fresh meat and meat preparations(1)
Fresh meat meals:
o Fresh meat used for preparation of meals in national restaurants in Montenegro usually include lamb,
pork, veal, baby beef and chicken.
o For preparation of fresh meat meals the least used meat is pork, and small number of restaurants
in their offer have goat meat, turkey and fish.
o None of interviewed national cuisine restaurants have game in their offer.
Meat preparations:
o Meat preparations most present in restaurants with traditional national cuisine are: pork and beef
prosciutto, pork and beef loin, domestic saussage, bacon/pancetta, dried sheep ham, dried
beef and goat ribs, pork shank, sudžuk, stelja, kastradina (in winter period), kulen, ham,
wurst.
All national cuisine restaurants organize different types of celebrations (depending on capacity).
On that occasion they offer standard menu. However, if the client asks something different, the
restaurants are ready to meet that request.
Owners in agreement with chefs usually make decision on what fresh meat meals and meat
preparations will be served at the restaurants. Naturally, these decisions depend greatly on demand.
+Consumption and purchase habits related to
fresh meat and meat preparations (2)
o Meat preparations are purchased 2-3 times a week
during the season, while outside the season they are
procured once a week due to longer expiry date of
products. Meat preparations are most often purchased
from registered producers/suppliers or in markets,
while small number of restaurant owners has own
production of these products (usually saussage and
prosciutto).
o Purchase of fresh meat in national cuisine
restaurants is done on daily basis during
season, while outside season it is done 2-3
times a week. Fresh meat is usually
purchased from small local producers or
in butcher stores, while smaller percentage
of purchase comes from own production or
trade chains.
“We are beneficiaries of Katun
project, which is aimed to
valorization of catoons and survival
of local/ rural products. We take all
products from holdings, i.e. Small
producers (dairy products and
fresh meat).”
+Local vs. Imported brands
Local brands
• Goranović• Mesopromet Franca• Niksen Trade• Martex• Gradina• Korać• Brača Musić
Imported brands
• Carnex• Gavrilović
o Only 2 respondents said that they offer both domestic and imported meat preparations,
which make less than 10% of total offer, while other have products exclusively from
Montenegro.
o Producs usually prcured from imports are wurst, kulen and hams, while other meat
preparations originate from Montenegro.
o None of national cuisine restaurants purchase the same product from Montenegro and
import at the same time.
o All restaurants are ready to pay more for products from Montenegro in comparison to
imported premium products, because they prefer Montenegrin food.
o They find very important
that products have quality
mark/certificate, because
it guarantees the quality of
product.
o If they buy meat from small
producers who do not have
certificates, it is very
important that it is
inspected by vets and to
have safety certificate.
+Perception of products and brands
from Montenegro
o According to interviewed, Montenegrin products have stable quality. Producers paygreat attention to be competitive, which reflects on good cooperation among meatproducers and restaurants.
o The role of geographic origin is very important for owners of national cuisinerestaurants, because they think there is a great difference in quality, processingmethod, taste and smell of fresh meat and meat preparations from mountain and lowerregions of Montenegro.
o The restaurants with traditional cuisine think that good traditional products arerelatively hard to find, because the netwrok of smal, producers who have the besttraditional products is not well developed, they have no brand, and majority of them donot own necessary certificates.
“For example, veal and baby beef from the North is very
good, while the best kastradina comes from
katunska nahija. The best prosciutto is from Njeguši, due to terrain where it is
processed, dried and kept.”
GoranovićMesopromet
Martex
MartinovićNiksen trade
Gradina
Pantomarket
Aka tradeo All restaurants with national cuisine have
menues on several languages, with
ingredients of each meal listed. If guests ask for
more detail explanation, the staff is trained to
provide such information.
o Small number of restaurants said that they
have their won web sites with all information on
meals they serve presented.
+Njeguški pršut – awareness, offer,
quality, price
o A number of restaurants have no Njeguši prosciutto in their
offer because the raw material is from imports or they have
no pork meat preparations in the offer (due to religious
tradition). The other respondents state that it is very important
to have Njeguši prosciutto in their offer because it is
demanded every day in their restaurants.
o It is essential that Njeguši prosciutto is prepared in Njeguši
due to specific climate. However, the respondents consider that
Lovćenski and Cetinjski prosciutto is identical to Njeguški
because the way of preparation, drying and storage is the same.
The best/most prestigious/most
prominent/most wanted
Montenegrin cured-meat product
NJEGUŠKI and BEEF
PROSCIUTO
o A small number of restaurants with national
cuisine pointed out that they are willing to pay
more for Njeguši prosciutto from Njeguši,
because the current price corresponds to the current
quality, and there is a small difference compared to
the prosciutto from other parts of Montenegro, which
quests could hardly notice.
+
Based on In-depth
interviews
Retail chains
+The offer of meat preparations
The largest retail chains in
Montenegro:
Voli
Hard diskont Laković Domaća trgovina (Aroma)
Franca
Mercator (Roda)
In of the offer of the fresh meat in retail chains, the
following could be found: pork, baby beef, lamb,
veal, beef, chicken.
There is no game meat in their offer.
The retail chain stores offer a variety of meat
preparations, but the following could not be found:
grgorice, mušnice and dried lamb ribs.
The reason for is insufficient demand by
consumers.
The interviewed retail chains
have in their offer more than 100
markets/supermarkets/hiperma
rkets throughout Montenegro
+Habits in shopping
‘It is very important how the
showcase looks like, whether
it is clean and tidy and how
the meat is arranged. The
efficiency of butchers has an
important role in retail chain
store and they could greatly
influence on the sale’.
o When it is about the fresh meat, the highest
demand is for pork meat.
o While choosing fresh meat, the consumers find the
most important: freshness, quality, color and
price.
o When it is about meat preparations, the highest
demand is for Njeguški prosciutto.
o While choosing meat preparations, the consumers
find the most important: quality, price, vacuum
package, expiry date.
+Purchase of the fresh meat and meat
preparations
o The purchase of the fresh meat is done every
day due to freshness, price and demand.
o The purchase of fresh meat is done through
suppliers and directly from the meat
producers who are suppliers at the same time.
o In all retail chain stores in Montenegro, there is a
great offer of meat preparations, which are
purchased every day and/or two-three times
during the week depending on the demand.
‘Satisfied customer is the
best recommendation for
a product which has
guaranteed place in our
store’.
o The retail chain stores cooperate with more than 100
100 suppliers and producers of local/imported
meat preparations.
o In retail chain stores, team of category
management in cooperation with seniors makes
decision on which meat preparations will be
presented in the stores.
+Mostly represented local and imported brands of
meat preparations in retail chains in Montenegro (1)
Local brands
• Goranović• Mesopromet Franca• Niksen Trade• Martex• Gradina• Panto diskont• Interproduct• Gornič• Turo etc.
Imported brands
• Carnex• Gavrilović• Zlatiborac• Perutnina Ptuj• Pik Vrbovac• Neoplanta• Pakabesko• Matijević• Yuhor etc.
+Local and imported brands of meat preparations (2)
Meat preparations have been mostlyimported from the countries from theregion: Serbia, Macedonia, Croatia, aswell as from Italy and Spain.
In retail chain stores, turkey meat hasbeen supplied from Italy because thereis no producers and suppliers for it inMontenegro or the offer is very limited.
Winter salami could not be found indomestic/local offer, so they areimported.
For retail chain stores, it is very important
that meat preparations from Montenegro
possess the ‘quality mark/certificate’.
The majority of retail chain stores is willing
to pay even higher price for preparations
from Montenegro compared to the imported
ones. Their common attitude is:
domestic/local products are of higher
quality and domestic/local production
should be encouraged.
One of the interviewed retail chain
stores is not ready to pay even higher
price for Montenegrin products in
relation to the premium imported
preparations because the imported
preparations have higher quality,
starting from the production
process to the packaging.
+Domestic/local and imported brands of meat
preparations (3)
o Cured meat preparations from Montenegro are characterized by
traditional way of production, distinctive for Montenegrin region,
smell and taste.
o Producers of certain preparations from Montenegro have no stable
quality. Sometimes, there are variations in the quality, for instance: too
much dried or insufficiently dried prosciutto.
o In retail chain stores, the preparations are not supplied from small local
producers/suppliers because they are no registered for the
operations and have no certificate of quality.
Meat preparations from Montenegro are notadvertised separately from the imported ones. Theyare mainly displayed at the same refrigeratingshowcases, classified by preparation type.
In retail chain stores, there are shelves for certainproducers of meat preparations, mainly forleaders at the market, where they advertise thepreparations. The retail chain stores charge thisservice or compensate it depending on theiragreement.
The employees in retail chain stores are familiarsufficiently with meat preparations and are able toexplain to customers in case they have questions.
+Brands of retail chain stores
Natura
Gornič
K plus
Naša kuća
Dobro
Mesopromet
Premia
365
o In several retail chain stores, brands are supplieddirectly from the meat producer who is supplier at thesame time. In other retail chain stores, the rawmaterials are imported, or are supplied from theirown households and from domestic/local meatproducers.
o Retail chain stores, which produce brands independently,possess special meat processing plant, slaughter,package, as well as trained staff for meat procession.
There are no special refrigerating showcases forbrands at retail chain stores.
The advertising of brands has been done mainlythrough the media, billboards, and discounts on aspecified preparation.
‘Brand is the wanted
product of high quality
and affordable price’
+Njeguški prosciutto
When it is about meat preparations in retail chain stores, there is the highest demand is for
Njeguški prosciutto. In addition, there is a high demand for Njeguška sausage and loin.
The most prominent brands in case of Njeguški prosciutto are the following: Interproduct,
Martex, Gornič.
‘We are willing to pay even higher price for
Njeguši prosciutto of the premium quality from
Njeguši on condition that it has been prepared in
traditional way and that all raw materials are of
Montenegrin origin, not from the imports’.
The geographical origin has no
important role while choosing the
prosciutto. The quality is the most
important characteristic.
+
Prepared by:
CEED Consulting LtdMontenegro