In the paper the case of cross-border area of Gorizia in Italy and Nova Gorica, Šempeter-Vrtojba in Slovenia is studied in terms of the development of an integrated market of agricultural products and the supply of services and real assets. Market research includes the analysis of the capacity of local production, the range of local products, and the consumption needs of local products within the study area. The main conclusion is that consumers in first place put the emphasis on the quality of local products and that efficient united selling point for local products needs to be established in order to sufficiently meet consumers’ demand.


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