FOOD CHAIN, AGRICULTURAL COMPETITIVENESS AND INDUSTRIAL POLICY: A CASE STUDY OF THE SERBIAN RASPBERRY PRODUCTION AND EXPORT

The analysis addresses the chosen sector particularities (the raspberry food chain in Serbia) in achieving the agribusiness development in terms of export orientation and competitiveness. Both public policies, including industrial one and business marketing strategies, can contribute overall goal - the sector development from local to globally recognized com- petitive system. Although Serbia is one of the leaders in raspberry pro- duction on global level, measured in terms of quantities, the food chain suffers from low quality of marketing channels. Substantial quantities of raspberries produced in Serbia are exported in frozen form. The pro- jected sector development dynamics is also burdened by the fact that the plants in the country that are intended for processing raspberries are obsolete in terms of technology and faced with a lack of good qu- ality human resources and loans. This especially applies to the accep- ted standards of production that have become an obstacle for further placement of Serbian raspberries in the European and world markets.