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Abstract
About 70 years ago, machines and chemistry played an important role for
human beings. That was the realization of harmonious life between man and
machine. Now, the theme is realization of harmonious life between man and
environment. We can witness irregularities regarding proper nourishment of
population which affects the health and well-being of people in the world. Highly
developed countries have problems in the area of rational consumption and health
safety of food.
In this paper authors analyze the actual condition of the problems concerning
organic production in the world and EU. Also, they focus their attention on ecomarketing
mix. Low wages and increased cost of living have contributed to
continuous negative trends regarding nourishment in Serbia. Authors analyze
market chances and barriers in Serbia in accordance with organic production.
This paper will provide theoretical and practical contribution for those
responsible to carry out adequate actions to improve organic production in Serbia.