{"id":7093,"date":"2023-05-15T08:59:52","date_gmt":"2023-05-15T06:59:52","guid":{"rendered":"https:\/\/www.onfarm.eu\/quality-and-traceability-as-requirement-for-the-short-chain\/"},"modified":"2023-11-16T15:04:07","modified_gmt":"2023-11-16T14:04:07","slug":"kvalita-a-sledovatelnost-jako-pozadavek-na-kratky-retezec","status":"publish","type":"page","link":"https:\/\/www.onfarm.eu\/cs\/kvalita-a-sledovatelnost-jako-pozadavek-na-kratky-retezec\/","title":{"rendered":"Kvalita a sledovatelnost jako po\u017eadavek na kr\u00e1tk\u00fd \u0159et\u011bzec"},"content":{"rendered":"<p><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-1 fusion-flex-container fusion-parallax-none nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"background-color: var(--awb-color1);background-image: url(&quot;https:\/\/www.onfarm.eu\/wp-content\/uploads\/2023\/01\/pexels-pixabay-39511-300x200.jpg&quot;);background-position: center center;background-repeat: no-repeat;border-width: 0px 0px 0px 0px;border-color:var(--awb-color3);border-style:solid;-webkit-background-size:cover;-moz-background-size:cover;-o-background-size:cover;background-size:cover;\" data-preload-img=\"https:\/\/www.onfarm.eu\/wp-content\/uploads\/2023\/01\/pexels-pixabay-39511-300x200.jpg\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-align-content-center fusion-flex-justify-content-center\" style=\"max-width:1393.6px;margin-left: calc(-4% \/ 2 );margin-right: calc(-4% \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-0 fusion_builder_column_2_3 2_3 fusion-flex-column\"><div class=\"fusion-column-wrapper fusion-flex-justify-content-flex-start fusion-content-layout-column\" style=\"background-position:left top;background-repeat:no-repeat;-webkit-background-size:cover;-moz-background-size:cover;-o-background-size:cover;background-size:cover;background-color:rgba(0,0,0,0.5);padding: 10px 5px 10px 5px;\"><style type=\"text\/css\">@media only screen and (max-width:1024px) {.fusion-title.fusion-title-1{margin-top:40px!important; margin-right:0px!important;margin-bottom:40px!important;margin-left:0px!important;}}@media only screen and (max-width:768px) {.fusion-title.fusion-title-1{margin-top:10px!important; margin-right:0px!important;margin-bottom:10px!important; margin-left:0px!important;}}<\/style><div class=\"fusion-title title fusion-title-1 fusion-sep-none fusion-title-center fusion-title-text fusion-title-size-one\" style=\"font-size:50px;margin-top:40px;margin-right:0px;margin-bottom:40px;margin-left:0px;\"><h1 class=\"title-heading-center fusion-responsive-typography-calculated\" style=\"margin:0;font-size:1em;color:var(--awb-color1);--fontSize:50;line-height:var(--awb-typography1-line-height);\">Kvalita a sledovatelnost jako po\u017eadavek na kr\u00e1tk\u00fd \u0159et\u011bzec<\/h1><\/div><\/div><style type=\"text\/css\">.fusion-body .fusion-builder-column-0{width:66.666666666667% !important;margin-top : 0px;margin-bottom : 20px;}.fusion-builder-column-0 > .fusion-column-wrapper {padding-top : 10px !important;padding-right : 5px !important;margin-right : 2.88%;padding-bottom : 10px !important;padding-left : 5px !important;margin-left : 2.88%;}@media only screen and (max-width:1024px) {.fusion-body .fusion-builder-column-0{width:66.666666666667% !important;order : 0;}.fusion-builder-column-0 > .fusion-column-wrapper {margin-right : 2.88%;margin-left : 2.88%;}}@media only screen and (max-width:768px) {.fusion-body .fusion-builder-column-0{width:100% !important;order : 0;}.fusion-builder-column-0 > .fusion-column-wrapper {margin-right : 1.92%;margin-left : 1.92%;}}<\/style><\/div><\/div><style type=\"text\/css\">.fusion-body .fusion-flex-container.fusion-builder-row-1{ padding-top : 0px;margin-top : 0px;padding-right : 0px;padding-bottom : 0px;margin-bottom : 0px;padding-left : 0px;min-height:450px;}<\/style><\/div><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-2 fusion-flex-container nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"background-color: var(--awb-color1);background-position: left top;background-repeat: repeat-x;border-width: 0px 0px 0px 0px;border-color:var(--awb-color3);border-style:solid;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start\" style=\"max-width:1393.6px;margin-left: calc(-4% \/ 2 );margin-right: calc(-4% \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-1 fusion_builder_column_1_1 1_1 fusion-flex-column\"><div class=\"fusion-column-wrapper fusion-flex-justify-content-flex-start fusion-content-layout-column\" style=\"background-position:left top;background-repeat:no-repeat;-webkit-background-size:cover;-moz-background-size:cover;-o-background-size:cover;background-size:cover;padding: 0px 0px 0px 0px;\"><div class=\"fusion-text fusion-text-1\"><\/div><\/div><style type=\"text\/css\">.fusion-body .fusion-builder-column-1{width:100% !important;margin-top : 0px;margin-bottom : 20px;}.fusion-builder-column-1 > .fusion-column-wrapper {padding-top : 0px !important;padding-right : 0px !important;margin-right : 1.92%;padding-bottom : 0px !important;padding-left : 0px !important;margin-left : 1.92%;}@media only screen and (max-width:1024px) {.fusion-body .fusion-builder-column-1{width:100% !important;order : 0;}.fusion-builder-column-1 > .fusion-column-wrapper {margin-right : 1.92%;margin-left : 1.92%;}}@media only screen and (max-width:768px) {.fusion-body .fusion-builder-column-1{width:100% !important;order : 0;}.fusion-builder-column-1 > .fusion-column-wrapper {margin-right : 1.92%;margin-left : 1.92%;}}<\/style><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-2 fusion_builder_column_1_1 1_1 fusion-flex-column\"><div class=\"fusion-column-wrapper fusion-flex-justify-content-flex-start fusion-content-layout-column\" style=\"background-position:left top;background-repeat:no-repeat;-webkit-background-size:cover;-moz-background-size:cover;-o-background-size:cover;background-size:cover;padding: 0px 0px 0px 0px;\"><div class=\"fusion-text fusion-text-2\"><\/div><\/div><style type=\"text\/css\">.fusion-body .fusion-builder-column-2{width:100% !important;margin-top : 0px;margin-bottom : 20px;}.fusion-builder-column-2 > .fusion-column-wrapper {padding-top : 0px !important;padding-right : 0px !important;margin-right : 1.92%;padding-bottom : 0px !important;padding-left : 0px !important;margin-left : 1.92%;}@media only screen and (max-width:1024px) {.fusion-body .fusion-builder-column-2{width:100% !important;order : 0;}.fusion-builder-column-2 > .fusion-column-wrapper {margin-right : 1.92%;margin-left : 1.92%;}}@media only screen and (max-width:768px) {.fusion-body .fusion-builder-column-2{width:100% !important;order : 0;}.fusion-builder-column-2 > .fusion-column-wrapper {margin-right : 1.92%;margin-left : 1.92%;}}<\/style><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-3 fusion_builder_column_1_1 1_1 fusion-flex-column\"><div class=\"fusion-column-wrapper fusion-flex-justify-content-flex-start fusion-content-layout-column\" style=\"background-position:left top;background-repeat:no-repeat;-webkit-background-size:cover;-moz-background-size:cover;-o-background-size:cover;background-size:cover;padding: 0px 0px 0px 0px;\"><div class=\"fusion-text fusion-text-3 fusion-text-no-margin\" style=\"margin-top:35px;margin-bottom:35px;\"><p>Tento modul se pokus\u00ed p\u0159edstavit profesion\u00e1ln\u00ed p\u0159\u00edstup k v\u00fdvoji kr\u00e1tk\u00e9ho \u0159et\u011bzce. C\u00edlem modulu je zejm\u00e9na uk\u00e1zat pevnou vazbu mezi vztahem v\u00fdrobce a spot\u0159ebitele s uplatn\u011bn\u00edm n\u011bkter\u00fdch hlavn\u00edch strategi\u00ed EU t\u00fdkaj\u00edc\u00edch se kvality a sledovatelnosti v\u00fdroby potravin.<\/p>\n<p><strong>Z\u00e1m\u011bry a c\u00edle:<\/strong><\/p>\n<p>Specifick\u00fdm c\u00edlem tohoto modulu je p\u0159edstavit \u010dten\u00e1\u0159i (zejm\u00e9na farm\u00e1\u0159i \u010di v\u00fdrobci potravin) postup, jak vypracovat strategii zam\u011b\u0159enou na podporu vztahu v\u00fdrobce a spot\u0159ebitele pomoc\u00ed zvy\u0161ov\u00e1n\u00ed hodnoty zem\u011bd\u011blsk\u00fdch produkt\u016f, a to p\u0159ijet\u00edm:<\/p>\n<ul>\n<li>r\u016fzn\u00fdch syst\u00e9m\u016f certifikace p\u016fvodu a\/nebo kvality produkt\u016f;<\/li>\n<li>certifikace zpracov\u00e1n\u00ed (tj. certifikace metod ekologick\u00e9 produkce);<\/li>\n<li>jin\u00e9ho typu m\u00edstn\u00edho ozna\u010den\u00ed a\/nebo ozna\u010den\u00ed \u0159et\u011bzce;<\/li>\n<li>informa\u010dn\u00ed strategie zalo\u017een\u00e9 na koncepci sledovatelnosti v\u00fdrobn\u00edch proces\u016f.<\/li>\n<\/ul>\n<p>Kone\u010dn\u00fdm c\u00edlem je nau\u010dit \u010dten\u00e1\u0159e tohoto modulu, \u017ee profesion\u00e1ln\u00ed marketingov\u00e1 strategie pro rozvoj \u00fasp\u011b\u0161n\u00e9ho kr\u00e1tk\u00e9ho \u0159et\u011bzce mus\u00ed d\u00e1vat hlavn\u00ed prostor podpo\u0159e d\u016fv\u011bryhodn\u00e9ho vztahu se spot\u0159ebiteli na z\u00e1klad\u011b jejich znalost\u00ed a informac\u00ed o produktech.<\/p>\n<\/div><div ><style>.fusion-button.button-1{border-radius:4px 4px 4px 4px;}<\/style><a class=\"fusion-button button-flat fusion-button-default-size button-default button-1 fusion-button-default-span fusion-button-default-type\" target=\"_blank\" rel=\"noopener noreferrer\" href=\"https:\/\/www.onfarm.eu\/wp-content\/uploads\/2023\/11\/ONFARM_PR4_Module_B_CZ_final.pdf\"><span class=\"fusion-button-text\">ST\u00c1HNOUT PDF<\/span><\/a><\/div><\/div><style type=\"text\/css\">.fusion-body .fusion-builder-column-3{width:100% !important;margin-top : 0px;margin-bottom : 20px;}.fusion-builder-column-3 > .fusion-column-wrapper {padding-top : 0px !important;padding-right : 0px !important;margin-right : 1.92%;padding-bottom : 0px !important;padding-left : 0px !important;margin-left : 1.92%;}@media only screen and (max-width:1024px) {.fusion-body .fusion-builder-column-3{width:100% !important;order : 0;}.fusion-builder-column-3 > .fusion-column-wrapper {margin-right : 1.92%;margin-left : 1.92%;}}@media only screen and (max-width:768px) {.fusion-body .fusion-builder-column-3{width:100% !important;order : 0;}.fusion-builder-column-3 > .fusion-column-wrapper {margin-right : 1.92%;margin-left : 1.92%;}}<\/style><\/div><\/div><style type=\"text\/css\">.fusion-body .fusion-flex-container.fusion-builder-row-2{ padding-top : 0px;margin-top : 0px;padding-right : 0px;padding-bottom : 0px;margin-bottom : 100px;padding-left : 0px;}<\/style><\/div><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-3 fusion-flex-container nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"background-color: var(--awb-color1);background-position: left top;background-repeat: repeat-x;border-width: 0px 0px 0px 0px;border-color:var(--awb-color3);border-style:solid;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start\" style=\"max-width:1393.6px;margin-left: calc(-4% \/ 2 );margin-right: calc(-4% \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-4 fusion_builder_column_1_1 1_1 fusion-flex-column\"><div class=\"fusion-column-wrapper fusion-flex-justify-content-flex-start fusion-content-layout-column\" style=\"background-position:left top;background-repeat:no-repeat;-webkit-background-size:cover;-moz-background-size:cover;-o-background-size:cover;background-size:cover;padding: 0px 0px 0px 0px;\"><style type=\"text\/css\">#accordion-7093-1 .fusion-panel:hover{ border-color: var(--awb-color3) } #accordion-7093-1 .fusion-panel { border-color:var(--awb-color3); }.fusion-accordian  #accordion-7093-1 .panel-title a .fa-fusion-box{ color: var(--awb-color1);}.fusion-accordian  #accordion-7093-1 .panel-title a .fa-fusion-box:before{ font-size: 16px; width: 16px;}.fusion-accordian  #accordion-7093-1 .panel-title a{font-size:25px;color:var(--awb-color8);font-family:\"IBM Plex Sans\";font-weight:500;}.fusion-accordian  #accordion-7093-1 .toggle-content{font-size:18px;color:var(--awb-color8);font-family:\"IBM Plex Sans\";font-weight:400;}.fusion-accordian  #accordion-7093-1 .fa-fusion-box { background-color: #abd752;border-color: #abd752;}.fusion-accordian  #accordion-7093-1 .panel-title a:not(.active):hover, #accordion-7093-1 .fusion-toggle-boxed-mode:hover .panel-title a { color: var(--awb-color4);}.fusion-accordian  #accordion-7093-1 .panel-title .active .fa-fusion-box,.fusion-accordian  #accordion-7093-1 .panel-title a:not(.active):hover .fa-fusion-box { background-color: var(--awb-color4)!important;border-color: var(--awb-color4)!important;}<\/style><div class=\"accordian fusion-accordian\"><div class=\"panel-group\" id=\"accordion-7093-1\"><style type=\"text\/css\">.fusion-accordian  #accordion-7093-1 .panel-53a6e727ec9d4f299 .panel-title a{}.fusion-accordian  #accordion-7093-1 .panel-53a6e727ec9d4f299 .toggle-content{}<\/style><div class=\"fusion-panel panel-default panel-53a6e727ec9d4f299\"><div class=\"panel-heading\"><h4 class=\"panel-title toggle\"><a aria-expanded=\"false\" aria-controls=\"53a6e727ec9d4f299\" role=\"button\" data-toggle=\"collapse\" data-parent=\"#accordion-7093-1\" data-target=\"#53a6e727ec9d4f299\" href=\"#53a6e727ec9d4f299\"><span class=\"fusion-toggle-icon-wrapper\" aria-hidden=\"true\"><i class=\"fa-fusion-box active-icon awb-icon-minus\" aria-hidden=\"true\"><\/i><i class=\"fa-fusion-box inactive-icon awb-icon-plus\" aria-hidden=\"true\"><\/i><\/span><span class=\"fusion-toggle-heading\">Seznam kapitol<\/span><\/a><\/h4><\/div><div id=\"53a6e727ec9d4f299\" class=\"panel-collapse collapse \"><div class=\"panel-body toggle-content fusion-clearfix\">\n<ol>\n<li>Kr\u00e1tk\u00fd dodavatelsk\u00fd \u0159et\u011bzec: nov\u00e9 spojen\u00ed mezi v\u00fdrobci a spot\u0159ebiteli<\/li>\n<li>Kl\u00ed\u010dov\u00e1 slova pro \u00fasp\u011b\u0161n\u00fd kr\u00e1tk\u00fd dodavatelsk\u00fd \u0159et\u011bzec<\/li>\n<li>Zp\u016fsoby kvality a certifikace<\/li>\n<li>Informace a sledovatelnost<\/li>\n<li>Z\u00e1v\u011br<\/li>\n<\/ol>\n<\/div><\/div><\/div><style type=\"text\/css\">.fusion-accordian  #accordion-7093-1 .panel-e8cacecb5e634fa57 .panel-title a{}.fusion-accordian  #accordion-7093-1 .panel-e8cacecb5e634fa57 .toggle-content{}<\/style><div class=\"fusion-panel panel-default panel-e8cacecb5e634fa57\"><div class=\"panel-heading\"><h4 class=\"panel-title toggle\"><a aria-expanded=\"false\" aria-controls=\"e8cacecb5e634fa57\" role=\"button\" data-toggle=\"collapse\" data-parent=\"#accordion-7093-1\" data-target=\"#e8cacecb5e634fa57\" href=\"#e8cacecb5e634fa57\"><span class=\"fusion-toggle-icon-wrapper\" aria-hidden=\"true\"><i class=\"fa-fusion-box active-icon awb-icon-minus\" aria-hidden=\"true\"><\/i><i class=\"fa-fusion-box inactive-icon awb-icon-plus\" aria-hidden=\"true\"><\/i><\/span><span class=\"fusion-toggle-heading\">Kapitola 1: Kr\u00e1tk\u00fd dodavatelsk\u00fd \u0159et\u011bzec: nov\u00e9 spojen\u00ed mezi v\u00fdrobci a spot\u0159ebiteli<\/span><\/a><\/h4><\/div><div id=\"e8cacecb5e634fa57\" class=\"panel-collapse collapse \"><div class=\"panel-body toggle-content fusion-clearfix\">\n<p>V posledn\u00edch letech do\u0161lo v Evrop\u011b k v\u00fdrazn\u00e9mu n\u00e1r\u016fstu kr\u00e1tk\u00fdch dodavatelsk\u00fdch \u0159et\u011bzc\u016f. D\u016fvody tohoto \u00fasp\u011bchu jsou p\u0159edev\u0161\u00edm n\u00e1sleduj\u00edc\u00ed:<\/p>\n<ul>\n<li>Pot\u0159eba zem\u011bd\u011blc\u016f zv\u00fd\u0161it sv\u00e9 p\u0159\u00edjmy sn\u00ed\u017een\u00edm po\u010dtu krok\u016f v dodavatelsk\u00e9m \u0159et\u011bzci;<\/li>\n<li>Zv\u00fd\u0161en\u00ed pov\u011bdom\u00ed o soci\u00e1ln\u00ed a v\u00fdrobn\u00ed \u00faloze;<\/li>\n<li>Pot\u0159eba zem\u011bd\u011blc\u016f budovat p\u0159\u00edm\u00fd a prosp\u011b\u0161n\u00fd vztah se spot\u0159ebiteli;<\/li>\n<li>Spot\u0159ebitel\u00e9 hledaj\u00ed pr\u016fmyslov\u011b nezpracovan\u00e9, lok\u00e1ln\u00ed a kvalitn\u00ed produkty.<\/li>\n<\/ul>\n<p>Kombinace t\u011bchto faktor\u016f rozhodla o \u00fasp\u011bchu mnoha iniciativ zam\u011b\u0159en\u00fdch na rozvoj p\u0159\u00edm\u00fdch prodejn\u00edch cest prost\u0159ednictv\u00edm farm\u00e1\u0159sk\u00fdch trh\u016f, prodejn\u00edch m\u00edst na farm\u00e1ch, podnikov\u00fdch prodejen nebo skupin farm\u00e1\u0159\u016f a on-line prodeje.<\/p>\n<p>Prost\u0159ednictv\u00edm t\u011bchto iniciativ bylo vytvo\u0159eno nov\u00e9 spojen\u00ed mezi v\u00fdrobci a spot\u0159ebiteli, kter\u00e9 je zalo\u017eeno na z\u00e1vazku zem\u011bd\u011blc\u016f zaru\u010dit \u201epotravinovou bezpe\u010dnost\u201c sv\u00fdch produkt\u016f a reaguje na c\u00edl n\u00e1ro\u010dn\u00fdch a pozorn\u00fdch spot\u0159ebitel\u016f, kte\u0159\u00ed jsou tak\u00e9 ochotni zv\u00fd\u0161it sv\u016fj z\u00e1vazek, a to jak ekonomick\u00fd, tak organiza\u010dn\u00ed, aby si byli jisti pr\u016fmyslov\u011b nezpracovanou, lok\u00e1ln\u00ed a kvalitn\u00ed produkc\u00ed potravin.<\/p>\n<\/div><\/div><\/div><style type=\"text\/css\">.fusion-accordian  #accordion-7093-1 .panel-22d9a078e35727742 .panel-title a{}.fusion-accordian  #accordion-7093-1 .panel-22d9a078e35727742 .toggle-content{}<\/style><div class=\"fusion-panel panel-default panel-22d9a078e35727742\"><div class=\"panel-heading\"><h4 class=\"panel-title toggle\"><a aria-expanded=\"false\" aria-controls=\"22d9a078e35727742\" role=\"button\" data-toggle=\"collapse\" data-parent=\"#accordion-7093-1\" data-target=\"#22d9a078e35727742\" href=\"#22d9a078e35727742\"><span class=\"fusion-toggle-icon-wrapper\" aria-hidden=\"true\"><i class=\"fa-fusion-box active-icon awb-icon-minus\" aria-hidden=\"true\"><\/i><i class=\"fa-fusion-box inactive-icon awb-icon-plus\" aria-hidden=\"true\"><\/i><\/span><span class=\"fusion-toggle-heading\">Kapitola 2: Kl\u00ed\u010dov\u00e1 slova pro \u00fasp\u011b\u0161n\u00fd kr\u00e1tk\u00fd dodavatelsk\u00fd \u0159et\u011bzec<\/span><\/a><\/h4><\/div><div id=\"22d9a078e35727742\" class=\"panel-collapse collapse \"><div class=\"panel-body toggle-content fusion-clearfix\">\n<p>Pro rozvoj a pos\u00edlen\u00ed pevn\u00e9ho spojen\u00ed mezi v\u00fdrobci a spot\u0159ebiteli je nutn\u00e9 vypracovat efektivn\u00ed podnikatelsk\u00e9 strategie, kter\u00e9 budou vych\u00e1zet z identifikace n\u011bkter\u00fdch kl\u00ed\u010dov\u00fdch slov, je\u017e mus\u00ed b\u00fdt z\u00e1kladem c\u00edl\u016f t\u011bchto strategi\u00ed:<\/p>\n<ol>\n<li><strong>D\u016fv\u011bra<\/strong><\/li>\n<\/ol>\n<p>Vztah d\u016fv\u011bry mezi v\u00fdrobcem a spot\u0159ebitelem je hlavn\u00edm faktorem \u00fasp\u011bchu kr\u00e1tk\u00e9ho dodavatelsk\u00e9ho \u0159et\u011bzce. Tuto d\u016fv\u011bru lze vytvo\u0159it<br \/>\na upevnit prost\u0159ednictv\u00edm p\u0159\u00edm\u00fdch znalost\u00ed a osobn\u00edho vztahu, kter\u00fd je nav\u00e1z\u00e1n mezi spot\u0159ebitelem a v\u00fdrobcem. V\u011brnost spot\u0159ebitel\u016f lze z\u00edskat p\u0159\u00edm\u00fdm prodejem na trz\u00edch nebo v podnikov\u00fdch prodejn\u00e1ch. Vztah d\u016fv\u011bry, a\u010dkoli je velmi d\u016fle\u017eit\u00fd, v\u0161ak nem\u016f\u017ee b\u00fdt jedin\u00fdm kl\u00ed\u010dem<br \/>\nk \u00fasp\u011bchu marketingu v kr\u00e1tk\u00e9m \u0159et\u011bzci, a to ze dvou hlavn\u00edch d\u016fvod\u016f:<\/p>\n<p>Inovace produkt\u016f je jednou z oblast\u00ed, ve kter\u00e9 nej\u010dast\u011bji doch\u00e1z\u00ed k zav\u00e1d\u011bn\u00ed inovac\u00ed v\u00a0kontextu strategie \u201eZ farmy na vidli\u010dku\u201c. Inovace souvis\u00ed s typem produktu, ale tak\u00e9 s jeho vztahem ke zbytku kr\u00e1tk\u00e9ho potravinov\u00e9ho \u0159et\u011bzce.<\/p>\n<p>Skv\u011bl\u00fdm p\u0159\u00edkladem inovace produktu je Favamole z farmy Andrese Jary v Nizozemsku. Na t\u00e9to farm\u011b p\u0159ipravuj\u00ed z fazol\u00ed fava dip podobn\u00fd guacamole, jako protiopat\u0159en\u00ed k neudr\u017eiteln\u00e9 spot\u0159eb\u011b avok\u00e1da.<\/p>\n<p>V\u00edce o tom, jak vytv\u00e1\u0159et p\u0159idanou hodnotu zem\u011bd\u011blsk\u00fdm produkt\u016fm, se m\u016f\u017eete dozv\u011bd\u011bt v modulu F t\u011bchto inspirativn\u00edch vzd\u011bl\u00e1vac\u00edch materi\u00e1l\u016f.<\/p>\n<ol start=\"2\">\n<li><strong>Rostouc\u00ed kapacita<\/strong> kr\u00e1tk\u00e9ho dodavatelsk\u00e9ho \u0159et\u011bzce zalo\u017een\u00e9ho na v\u00fdlu\u010dn\u00e9m osobn\u00edm vztahu mezi v\u00fdrobcem a spot\u0159ebitelem by byla velmi omezen\u00e1;<\/li>\n<li><strong>Vztah d\u016fv\u011bry<\/strong> mus\u00ed b\u00fdt zalo\u017een nejen na empatii, ale mus\u00ed tak\u00e9 vych\u00e1zet z hodnocen\u00ed seri\u00f3znosti, profesionality a transparentnosti zem\u011bd\u011blce p\u0159i \u0159\u00edzen\u00ed jeho v\u00fdrobn\u00edch proces\u016f;<\/li>\n<li><strong>Kvalita <\/strong><\/li>\n<\/ol>\n<p>Je nezbytn\u00e9, aby se podnikatelsk\u00e1 strategie rozvoje kr\u00e1tk\u00e9ho dodavatelsk\u00e9ho \u0159et\u011bzce zam\u011b\u0159ila na pln\u00e9 zv\u00fd\u0161en\u00ed kvality sv\u00fdch produkt\u016f. Jak uvid\u00edme d\u00e1le, pojem kvality nen\u00ed absolutn\u00ed, ale m\u016f\u017ee b\u00fdt definov\u00e1n ve vztahu ke specifick\u00fdm pot\u0159eb\u00e1m referen\u010dn\u00ed c\u00edlov\u00e9 skupiny spot\u0159ebitel\u016f; m\u016f\u017ee se t\u00fdkat vlastnost\u00ed surovin, ekologick\u00e9 udr\u017eitelnosti v\u00fdrobn\u00edch proces\u016f, zdravotn\u00ed nez\u00e1vadnosti produkt\u016f a dal\u0161\u00edch faktor\u016f, kter\u00e9 mohou b\u00fdt p\u0159edm\u011btem certifika\u010dn\u00edch protokol\u016f, je\u017e zaru\u010duj\u00ed po\u017eadovan\u00e9 n\u00e1le\u017eitosti a podrobuj\u00ed zem\u011bd\u011blsk\u00e9 podniky p\u0159\u00edsn\u00e9mu syst\u00e9mu kontroly.<\/p>\n<ol start=\"5\">\n<li><strong>Informace<\/strong><\/li>\n<\/ol>\n<p>Obecn\u011b \u0159e\u010deno, \u00fa\u010dinn\u00fd marketing zam\u011b\u0159en\u00fd na rozvoj kr\u00e1tk\u00e9ho dodavatelsk\u00e9ho \u0159et\u011bzce mus\u00ed v\u011bnovat velkou pozornost komunika\u010dn\u00ed a informa\u010dn\u00ed strategii, kter\u00e1 zp\u0159\u00edstupn\u00ed \u201esledovatelnost\u201c v\u0161ech prvk\u016f, kter\u00e9 mohou spot\u0159ebitele zaj\u00edmat; komunika\u010dn\u00ed strategie se tedy neomezuje na \u201ereklamn\u00ed\u201c p\u0159\u00edstup, ale je zalo\u017eena na objektivn\u00edm, transparentn\u00edm a ov\u011b\u0159iteln\u00e9m informa\u010dn\u00edm syst\u00e9mu, kter\u00fd spot\u0159ebiteli poskytuje skute\u010dnou \u201eznalost\u201c v\u00fdrobn\u00ed reality.<\/p>\n<p><img decoding=\"async\" class=\"lazyload alignnone size-full wp-image-7096\" src=\"https:\/\/www.onfarm.eu\/wp-content\/uploads\/2023\/11\/Obrazek12.png\" data-orig-src=\"https:\/\/www.onfarm.eu\/wp-content\/uploads\/2023\/11\/Obrazek12.png\" alt=\"\" width=\"521\" height=\"406\" srcset=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%27521%27%20height%3D%27406%27%20viewBox%3D%270%200%20521%20406%27%3E%3Crect%20width%3D%27521%27%20height%3D%27406%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-srcset=\"https:\/\/www.onfarm.eu\/wp-content\/uploads\/2023\/11\/Obrazek12-200x156.png 200w, https:\/\/www.onfarm.eu\/wp-content\/uploads\/2023\/11\/Obrazek12-300x234.png 300w, https:\/\/www.onfarm.eu\/wp-content\/uploads\/2023\/11\/Obrazek12-400x312.png 400w, https:\/\/www.onfarm.eu\/wp-content\/uploads\/2023\/11\/Obrazek12.png 521w\" data-sizes=\"auto\" data-orig-sizes=\"(max-width: 521px) 100vw, 521px\" \/><\/p>\n<\/div><\/div><\/div><style type=\"text\/css\">.fusion-accordian  #accordion-7093-1 .panel-f0544165b446106ad .panel-title a{}.fusion-accordian  #accordion-7093-1 .panel-f0544165b446106ad .toggle-content{}<\/style><div class=\"fusion-panel panel-default panel-f0544165b446106ad\"><div class=\"panel-heading\"><h4 class=\"panel-title toggle\"><a aria-expanded=\"false\" aria-controls=\"f0544165b446106ad\" role=\"button\" data-toggle=\"collapse\" data-parent=\"#accordion-7093-1\" data-target=\"#f0544165b446106ad\" href=\"#f0544165b446106ad\"><span class=\"fusion-toggle-icon-wrapper\" aria-hidden=\"true\"><i class=\"fa-fusion-box active-icon awb-icon-minus\" aria-hidden=\"true\"><\/i><i class=\"fa-fusion-box inactive-icon awb-icon-plus\" aria-hidden=\"true\"><\/i><\/span><span class=\"fusion-toggle-heading\">Kapitola 3: Zp\u016fsoby hodnocen\u00ed kvality a certifikace<\/span><\/a><\/h4><\/div><div id=\"f0544165b446106ad\" class=\"panel-collapse collapse \"><div class=\"panel-body toggle-content fusion-clearfix\">\n<p>Certifikace je hlavn\u00edm syst\u00e9mem pro zlep\u0161en\u00ed vlastnost\u00ed produkt\u016f. Prost\u0159ednictv\u00edm r\u016fzn\u00fdch typ\u016f certifikace lze dolo\u017eit a zaru\u010dit:<\/p>\n<ul>\n<li>Soulad se zdravotn\u00edmi a hygienick\u00fdmi po\u017eadavky a po\u017eadavky na kvalitu;<\/li>\n<li>P\u016fvod surovin a hotov\u00e9ho produktu;<\/li>\n<li>Vnit\u0159n\u00ed vlastnosti (slo\u017een\u00ed, pou\u017eit\u00e9 odr\u016fdy nebo plemena atd.);<\/li>\n<li>Kvalitu a udr\u017eitelnost v\u00fdrobn\u00edch proces\u016f;<\/li>\n<\/ul>\n<p>Certifikace se d\u011bl\u00ed na povinn\u00e9 a dobrovoln\u00e9.<\/p>\n<p><u>Povinn\u00e1 samocertifikace o hygienicko-sanit\u00e1rn\u00ed nez\u00e1vadnosti<\/u><\/p>\n<p>V\u0161echny spole\u010dnosti, kter\u00e9 pracuj\u00ed a vyr\u00e1b\u011bj\u00ed zbo\u017e\u00ed v potravin\u00e1\u0159sk\u00e9m sektoru, mus\u00ed splnit podm\u00ednky samocertifikace HACCP (Syst\u00e9m anal\u00fdzy rizika a stanoven\u00ed kritick\u00fdch kontroln\u00edch bod\u016f), vypracovat pl\u00e1n, kter\u00fd ur\u010d\u00ed rizika v ka\u017ed\u00e9m procesu vlastn\u00edho v\u00fdrobn\u00edho \u0159et\u011bzce a zp\u016fsob \u0159e\u0161en\u00ed ka\u017ed\u00e9ho kritick\u00e9ho bodu.<\/p>\n<p><u>Dobrovoln\u00e1 certifikace<\/u><\/p>\n<p>Evropsk\u00e1 unie v r\u00e1mci sv\u00e9 politiky v oblasti zem\u011bd\u011blstv\u00ed a rozvoje venkova podpo\u0159ila r\u016fzn\u00e9 syst\u00e9my certifikace zem\u011bd\u011blsk\u00e9 produkce prost\u0159ednictv\u00edm zvl\u00e1\u0161tn\u00edch ustanoven\u00ed upravuj\u00edc\u00edch vyd\u00e1v\u00e1n\u00ed a kontrolu certifikac\u00ed jednotn\u00fdm zp\u016fsobem pro v\u0161echny zem\u011b Unie.<\/p>\n<p>Pokud jde o zem\u011bd\u011blsk\u00e9 a potravin\u00e1\u0159sk\u00e9 produkty, evropsk\u00e1 legislativa stanovuje syst\u00e9m ozna\u010den\u00ed, kter\u00fd definuje jak p\u016fvod, tak vlastnosti produkt\u016f. Vlastnosti certifikovan\u00fdch produkt\u016f jsou definov\u00e1ny ve zvl\u00e1\u0161tn\u00edch specifikac\u00edch, jejich\u017e \u0159\u00edzen\u00ed a kontrola jsou sv\u011b\u0159eny ochrann\u00fdm konsorci\u00edm jednotliv\u00fdch ozna\u010den\u00ed. Hlavn\u00ed ozna\u010den\u00ed uzn\u00e1van\u00e1 na \u00farovni EU jsou:<\/p>\n<ol>\n<li>CHOP (Chr\u00e1n\u011bn\u00e9 ozna\u010den\u00edm p\u016fvodu)<\/li>\n<li>CHZO (Chr\u00e1n\u011bn\u00e9 zem\u011bpisn\u00e9 ozna\u010den\u00ed)<\/li>\n<li>ZTS (Zaru\u010den\u00e1 tradi\u010dn\u00ed specialita)<\/li>\n<\/ol>\n<p><img decoding=\"async\" class=\"lazyload alignnone size-full wp-image-7103\" src=\"https:\/\/www.onfarm.eu\/wp-content\/uploads\/2023\/11\/Obrazek13.jpg\" data-orig-src=\"https:\/\/www.onfarm.eu\/wp-content\/uploads\/2023\/11\/Obrazek13.jpg\" alt=\"\" width=\"336\" height=\"115\" srcset=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%27336%27%20height%3D%27115%27%20viewBox%3D%270%200%20336%20115%27%3E%3Crect%20width%3D%27336%27%20height%3D%27115%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-srcset=\"https:\/\/www.onfarm.eu\/wp-content\/uploads\/2023\/11\/Obrazek13-200x68.jpg 200w, https:\/\/www.onfarm.eu\/wp-content\/uploads\/2023\/11\/Obrazek13-300x103.jpg 300w, https:\/\/www.onfarm.eu\/wp-content\/uploads\/2023\/11\/Obrazek13.jpg 336w\" data-sizes=\"auto\" data-orig-sizes=\"(max-width: 336px) 100vw, 336px\" \/><\/p>\n<p><u>CHOP:<\/u> Ozna\u010den\u00ed CHOP (chr\u00e1n\u011bn\u00e9 ozna\u010den\u00ed p\u016fvodu) je ozna\u010den\u00ed vymezen\u00e9 rozhodnut\u00edm na \u00farovni EU, kter\u00e9 ozna\u010duje typick\u00fd produkt vysok\u00e9 kvality, jeho\u017e oblast p\u016fvodu a tradice pou\u017e\u00edvan\u00e9 p\u0159i jeho v\u00fdrob\u011b jsou natolik specifick\u00e9, \u017ee mus\u00ed b\u00fdt chr\u00e1n\u011bny p\u0159ed pad\u011bl\u00e1n\u00edm. U CHOP se \u00fazem\u00ed p\u016fvodu t\u00fdk\u00e1 jak p\u016fvodu surovin, tak v\u00fdvoje cel\u00e9ho v\u00fdrobn\u00edho procesu. P\u0159\u00edkladem produktu s CHOP je olivov\u00fd olej Kalamata s CHOP, kter\u00fd se cel\u00fd vyr\u00e1b\u00ed v oblasti Kalamata v \u0158ecku za pou\u017eit\u00ed odr\u016fd oliv z t\u00e9to oblasti.<\/p>\n<p><u>CHZO:<\/u> Zna\u010dka CHZO (chr\u00e1n\u011bn\u00e9 zem\u011bpisn\u00e9 ozna\u010den\u00ed) m\u00e1 stejn\u00fd \u00fa\u010del jako zna\u010dka CHOP a rovn\u011b\u017e potvrzuje p\u016fvod produktu. Na rozd\u00edl od CHOP chr\u00e1n\u00ed certifikace CHZO p\u0159edev\u0161\u00edm n\u011bkter\u00e9 v\u00fdrobn\u00ed postupy charakteristick\u00e9 pro m\u00edsto ozna\u010den\u00ed, nikoli v\u0161ak nutn\u011b p\u016fvod produktu jako celku. P\u0159\u00edkladem produkt\u016f s CHZO je \u010desnek z Graciosy (Portugalsko) nebo olivov\u00fd olej z Tosk\u00e1nska (It\u00e1lie).<\/p>\n<p><u>ZTS:<\/u> Pojem zaru\u010den\u00e1 tradi\u010dn\u00ed specialita, zn\u00e1m\u011bj\u0161\u00ed pod zkratkou ZTS, je ozna\u010den\u00ed p\u016fvodu zaveden\u00e9 Evropskou uni\u00ed, jeho\u017e c\u00edlem je chr\u00e1nit specifick\u00e9 produkty, kter\u00e9 se vyzna\u010duj\u00ed tradi\u010dn\u00edm slo\u017een\u00edm nebo v\u00fdrobn\u00edmi postupy. ZTS je nap\u0159\u00edklad \u0161pan\u011blsk\u00e1 \u0161unka jam\u00f3n serrano.<\/p>\n<p>Samostatn\u00e9 na\u0159\u00edzen\u00ed se t\u00fdk\u00e1 vina\u0159sk\u00e9ho odv\u011btv\u00ed, ve kter\u00e9m z\u016fst\u00e1vaj\u00ed p\u0159edchoz\u00ed vnitrost\u00e1tn\u00ed syst\u00e9my ozna\u010dov\u00e1n\u00ed. Nap\u0159\u00edklad v It\u00e1lii m\u016f\u017ee b\u00fdt ozna\u010den\u00ed v\u00edna DOC (\u201ekontrolovan\u00e9 ozna\u010den\u00ed p\u016fvodu\u201c) nebo DOCG (\u201ekontrolovan\u00e9 a zaru\u010den\u00e9 ozna\u010den\u00ed p\u016fvodu\u201c).<\/p>\n<p><img decoding=\"async\" class=\"lazyload alignnone size-full wp-image-4099\" src=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%27138%27%20height%3D%2792%27%20viewBox%3D%270%200%20138%2092%27%3E%3Crect%20width%3D%27138%27%20height%3D%2792%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-orig-src=\"https:\/\/www.onfarm.eu\/wp-content\/uploads\/2023\/05\/Obrazek3.png\" alt=\"\" width=\"138\" height=\"92\" \/><\/p>\n<p><strong>EKOLOGICK\u00c1 PRODUKCE<\/strong><\/p>\n<p>Pokud jde o v\u00fdrobn\u00ed postupy, hlavn\u00ed certifikace uzn\u00e1van\u00e1 na \u00farovni EU se t\u00fdk\u00e1 produkce z\u00edskan\u00e9 ekologick\u00fdmi metodami. Jedn\u00e1 se o certifik\u00e1t vydan\u00fd ur\u010den\u00fdm subjektem, kter\u00fd uzn\u00e1v\u00e1, \u017ee podniky v zem\u011bd\u011blsko-potravin\u00e1\u0159sk\u00e9m a chovatelsk\u00e9m \u0159et\u011bzci (od v\u00fdroby a\u017e po uv\u00e1d\u011bn\u00ed potravin\u00e1\u0159sk\u00fdch produkt\u016f na trh) splnily ur\u010dit\u00e9 normy stanoven\u00e9 Evropskou uni\u00ed.<\/p>\n<p>Zaru\u010deno je zejm\u00e9na pou\u017e\u00edv\u00e1n\u00ed udr\u017eiteln\u00fdch postup\u016f ve v\u0161ech f\u00e1z\u00edch v\u00fdrobn\u00edho procesu. Certifikace, vyd\u00e1van\u00e1 na konci obdob\u00ed p\u0159echodu<br \/>\nz tradi\u010dn\u00edho zp\u016fsobu hospoda\u0159en\u00ed na ekologick\u00fd, podl\u00e9h\u00e1 ka\u017edoro\u010dn\u00ed kontrole certifikovan\u00fdch subjekt\u016f na evropsk\u00e9 \u00farovni.<\/p>\n<p>Krom\u011b t\u011bchto certifikac\u00ed uzn\u00e1van\u00fdch EU lze naj\u00edt dal\u0161\u00ed ozna\u010den\u00ed vytvo\u0159en\u00e9 na \u00farovni jednotliv\u00fdch zem\u00ed a \u00fazem\u00ed, co\u017e mohou b\u00fdt t\u0159eba \u00fazemn\u00ed zna\u010dky, nap\u0159\u00edklad produkt\u016f ur\u010dit\u00e9ho n\u00e1rodn\u00edho parku nebo zem\u011bd\u011blsk\u00e9 oblasti zvl\u00e1\u0161tn\u00ed hodnoty; nebo certifikace dodavatelsk\u00e9ho \u0159et\u011bzce, kter\u00e9 zaru\u010duj\u00ed transparentnost cesty v\u0161ech krok\u016f v r\u00e1mci dodavatelsk\u00e9ho \u0159et\u011bzce. [&#8230;]\n<\/div><\/div><\/div><style type=\"text\/css\">.fusion-accordian  #accordion-7093-1 .panel-20e05d95307ecdb2e .panel-title a{}.fusion-accordian  #accordion-7093-1 .panel-20e05d95307ecdb2e .toggle-content{}<\/style><div class=\"fusion-panel panel-default panel-20e05d95307ecdb2e\"><div class=\"panel-heading\"><h4 class=\"panel-title toggle\"><a aria-expanded=\"false\" aria-controls=\"20e05d95307ecdb2e\" role=\"button\" data-toggle=\"collapse\" data-parent=\"#accordion-7093-1\" data-target=\"#20e05d95307ecdb2e\" href=\"#20e05d95307ecdb2e\"><span class=\"fusion-toggle-icon-wrapper\" aria-hidden=\"true\"><i class=\"fa-fusion-box active-icon awb-icon-minus\" aria-hidden=\"true\"><\/i><i class=\"fa-fusion-box inactive-icon awb-icon-plus\" aria-hidden=\"true\"><\/i><\/span><span class=\"fusion-toggle-heading\">Kapitola 4: Informace a sledovatelnost<\/span><\/a><\/h4><\/div><div id=\"20e05d95307ecdb2e\" class=\"panel-collapse collapse \"><div class=\"panel-body toggle-content fusion-clearfix\">\n<p>Sledovatelnost potravin\u00e1\u0159sk\u00e9ho produktu p\u0159edstavuje faktor transparentnosti a informovanosti, kter\u00fd spot\u0159ebiteli zaru\u010duje mo\u017enost poznat<br \/>\na rozpoznat v\u00fdrobek ve v\u0161ech f\u00e1z\u00edch jeho v\u00fdrobn\u00edho procesu.<\/p>\n<ul>\n<li>Sledovatelnost umo\u017e\u0148uje popsat cestu suroviny nebo v\u00fdrobn\u00ed \u0161ar\u017ee v r\u00e1mci v\u00fdrobn\u00edho \u0159et\u011bzce: od f\u00e1ze v\u00fdroby, p\u0159es transformaci a\u017e po distribuci. Sledovatelnost znamen\u00e1 mo\u017enost rekonstruovat celou cestu produktu zp\u011btn\u011b, od jeho kone\u010dn\u00e9ho stavu k v\u00fdchoz\u00edm surovin\u00e1m.<\/li>\n<\/ul>\n<p>Sledovatelnost se zrodila jako n\u00e1stroj k zaru\u010den\u00ed zdravotn\u00ed nez\u00e1vadnosti potravin, ale je nezbytn\u00e1 tak\u00e9 nap\u0159\u00edklad k potvrzen\u00ed p\u016fvodu v\u00fdrobku nebo r\u016fzn\u00fdch mezikrok\u016f, kter\u00e9 vedly k tomu, \u017ee se v\u00fdrobek dostal na pult obchodu nebo na n\u00e1\u0161 st\u016fl. Sledovatelnost je tak\u00e9 z\u00e1kladn\u00ed podm\u00ednkou pro prok\u00e1z\u00e1n\u00ed shody v\u00fdrobk\u016f s v\u00fdrobn\u00edmi specifikacemi v ozna\u010den\u00edch p\u016fvodu.<\/p>\n<p>V d\u016fsledku na\u0159\u00edzen\u00ed ES \u010d. 178\/2002 je od roku 2005 pro v\u0161echny spole\u010dnosti v potravinov\u00e9m \u0159et\u011bzci (od v\u00fdrobce a\u017e po kone\u010dn\u00e9ho spot\u0159ebitele) povinn\u00e9 identifikovat a zaru\u010dit sledovatelnost v\u00fdrobku.<\/p>\n<p>Od provozovatel\u016f potravin\u00e1\u0159sk\u00e9ho sektoru se vy\u017eaduje, aby byli schopni vysledovat p\u0159edch\u00e1zej\u00edc\u00ed a n\u00e1sleduj\u00edc\u00ed \u010dl\u00e1nek potravinov\u00e9ho \u0159et\u011bzce. Technologick\u00fd v\u00fdvoj a digitalizace v\u0161ak umo\u017e\u0148uj\u00ed dos\u00e1hnout pokro\u010dilej\u0161\u00edch c\u00edl\u016f v oblasti sledovatelnosti a poskytovat spot\u0159ebitel\u016fm \u0161irok\u00fd soubor informac\u00ed. QR k\u00f3d je st\u00e1le \u010dast\u011bj\u0161\u00edm zp\u016fsobem, jak pomoc\u00ed mobiln\u00edho telefonu nav\u0161t\u00edvit zem\u011bd\u011blsk\u00fd podnik vzd\u00e1len\u011b. Dal\u0161\u00ed p\u0159\u00edklad se t\u00fdk\u00e1 precizn\u00edho zem\u011bd\u011blstv\u00ed, kter\u00e9 m\u016f\u017ee shroma\u017e\u010fovat d\u016fle\u017eit\u00e9 informace schopn\u00e9 ur\u010dit p\u0159esn\u00fd p\u016fvod produkt\u016f.<\/p>\n<p>V\u00fdvoj certifikac\u00ed v kombinaci s p\u0159ijet\u00edm postup\u016f sledovatelnosti v\u00fdrobn\u00edch proces\u016f nad r\u00e1mec z\u00e1konn\u00fdch povinnost\u00ed je rozhodn\u011b praktick\u00fd pro informa\u010dn\u00ed strategii. Jak certifikace, tak sledovatelnost mohou p\u0159edstavovat faktor upev\u0148uj\u00edc\u00ed vztah d\u016fv\u011bry mezi v\u00fdrobci a spot\u0159ebiteli, kter\u00fd je z\u00e1sadn\u00ed pro marketingovou cestu zalo\u017eenou na kr\u00e1tk\u00e9m dodavatelsk\u00e9m \u0159et\u011bzci.<\/p>\n<\/div><\/div><\/div><style type=\"text\/css\">.fusion-accordian  #accordion-7093-1 .panel-924dec87be9a38fb4 .panel-title a{}.fusion-accordian  #accordion-7093-1 .panel-924dec87be9a38fb4 .toggle-content{}<\/style><div class=\"fusion-panel panel-default panel-924dec87be9a38fb4\"><div class=\"panel-heading\"><h4 class=\"panel-title toggle\"><a aria-expanded=\"false\" aria-controls=\"924dec87be9a38fb4\" role=\"button\" data-toggle=\"collapse\" data-parent=\"#accordion-7093-1\" data-target=\"#924dec87be9a38fb4\" href=\"#924dec87be9a38fb4\"><span class=\"fusion-toggle-icon-wrapper\" aria-hidden=\"true\"><i class=\"fa-fusion-box active-icon awb-icon-minus\" aria-hidden=\"true\"><\/i><i class=\"fa-fusion-box inactive-icon awb-icon-plus\" aria-hidden=\"true\"><\/i><\/span><span class=\"fusion-toggle-heading\">Kapitola 5: Z\u00e1v\u011br<\/span><\/a><\/h4><\/div><div id=\"924dec87be9a38fb4\" class=\"panel-collapse collapse \"><div class=\"panel-body toggle-content fusion-clearfix\">\n<p>Posledn\u00ed ot\u00e1zka pro zem\u011bd\u011blce po p\u0159e\u010dten\u00ed t\u00e9to kapitoly zn\u00ed: Je pro m\u011b vhodn\u00e9 zav\u00e9st syst\u00e9m kvality, certifikace a\/nebo sledovatelnosti do m\u00e9 strategie kr\u00e1tk\u00e9ho \u0159et\u011bzce? Sna\u017e\u00edme se nab\u00eddnout n\u011bkolik odpov\u011bd\u00ed o v\u00fdhod\u00e1ch a kritick\u00fdch bodech t\u00e9to volby:<\/p>\n<p><strong>V\u00fdhody<\/strong><\/p>\n<ul>\n<li>Mo\u017enost prok\u00e1zat spot\u0159ebitel\u016fm kvalitu zem\u011bd\u011blsk\u00e9 \u010dinnosti prost\u0159ednictv\u00edm certifikace a spr\u00e1vn\u00fdch informac\u00ed obecn\u011b zlep\u0161uje a posiluje vztah zalo\u017een\u00fd na d\u016fv\u011b\u0159e;<\/li>\n<li>Pro zem\u011bd\u011blce, kter\u00fd se sna\u017e\u00ed zv\u011bt\u0161it c\u00edlovou skupinu spot\u0159ebitel\u016f, mus\u00ed b\u00fdt vztah d\u016fv\u011bry se z\u00e1kazn\u00edky zalo\u017een na objektivn\u00edch z\u00e1ruk\u00e1ch kvality;<\/li>\n<li>Spot\u0159ebitel, kter\u00fd hled\u00e1 produkty na m\u00edstn\u00edch trz\u00edch a v kr\u00e1tk\u00e9m \u0159et\u011bzci, je obvykle ochoten zaplatit v\u00edce za produkt se z\u00e1rukou kvality<br \/>\na udr\u017eitelnosti;<\/li>\n<li>Certifikace m\u016f\u017ee b\u00fdt v oblasti zem\u011bd\u011blstv\u00ed v n\u011bkter\u00fdch podm\u00ednk\u00e1ch po\u017eadovan\u00fdm parametrem. Nap\u0159\u00edklad konkurenceschopnost zem\u011bd\u011blce, kter\u00fd vyr\u00e1b\u00ed v\u00edno bez certifikace v oblasti Chianti nebo Rioja, by mohla b\u00fdt problematick\u00e1;<\/li>\n<\/ul>\n<p><strong>Kritick\u00e9 body<\/strong><\/p>\n<p>Zapojen\u00ed se do syst\u00e9m\u016f kvality a certifikace rozhodn\u011b p\u0159in\u00e1\u0161\u00ed dodate\u010dn\u00e9 n\u00e1klady, a to z hlediska:<\/p>\n<ul>\n<li>Z\u00edsk\u00e1n\u00ed znalost\u00ed a dodr\u017eov\u00e1n\u00ed po\u017eadovan\u00fdch pravidel;<\/li>\n<li>P\u0159\u00edm\u00fdch n\u00e1klad\u016f na certifikaci;<\/li>\n<li>P\u0159idan\u00e9 hodnoty plynouc\u00ed ze syst\u00e9m\u016f kvality a certifikace a\/nebo sledovatelnosti, kter\u00e1 by nemusela sta\u010dit na pokryt\u00ed hlavn\u00edch n\u00e1klad\u016f; z\u00e1le\u017e\u00ed na konkr\u00e9tn\u00edch podm\u00ednk\u00e1ch v zem\u011bd\u011blstv\u00ed.<\/li>\n<\/ul>\n<p>Z\u00e1v\u011brem bychom cht\u011bli navrhnout spr\u00e1vn\u00fd p\u0159\u00edstup a zlep\u0161en\u00ed kr\u00e1tk\u00e9ho \u0159et\u011bzce:<\/p>\n<ul>\n<li>P\u0159i zav\u00e1d\u011bn\u00ed kr\u00e1tk\u00e9ho \u0159et\u011bzce v\u011bnujte pozornost vypracov\u00e1n\u00ed komunika\u010dn\u00ed a informa\u010dn\u00ed strategie o kvalit\u011b va\u0161ich v\u00fdrobk\u016f;<\/li>\n<li>Analyzujte podm\u00ednky trhu, po\u017eadavky va\u0161ich potenci\u00e1ln\u00edch z\u00e1kazn\u00edk\u016f, pozici va\u0161\u00ed zem\u011bd\u011blsk\u00e9 \u010dinnosti ve srovn\u00e1n\u00ed s ostatn\u00edmi zem\u011bd\u011blci ve va\u0161\u00ed oblasti a potravin\u00e1\u0159sk\u00e9m odv\u011btv\u00ed;<\/li>\n<li>Vyhodno\u0165te vhodn\u011bj\u0161\u00ed strategii, pom\u011br mezi n\u00e1klady a p\u0159\u00ednosy, pot\u0159ebn\u00e9 dovednosti a kompetence;<\/li>\n<li>Sna\u017ete se sv\u00fdm klient\u016fm nab\u00eddnout lep\u0161\u00ed kvalitu sv\u00e9 pr\u00e1ce.<\/li>\n<\/ul>\n<p><strong><u>U\u017eite\u010dn\u00e9 odkazy pro z\u00edsk\u00e1n\u00ed hlub\u0161\u00edch znalost\u00ed:<\/u><\/strong><\/p>\n<p><a href=\"https:\/\/food.ec.europa.eu\/horizontal-topics\/farm-fork-strategy_en\">https:\/\/food.ec.europa.eu\/horizontal-topics\/farm-fork-strategy_en<\/a><\/p>\n<p><a href=\"https:\/\/agriculture.ec.europa.eu\/farming\/certification_en\">https:\/\/agriculture.ec.europa.eu\/farming\/certification_en<\/a><\/p>\n<p><a href=\"https:\/\/ec.europa.eu\/agriculture\/ofis_public\/\">https:\/\/ec.europa.eu\/agriculture\/ofis_public\/<\/a><\/p>\n<p><a href=\"https:\/\/www.eitfood.eu\/blog\/how-can-digital-traceability-increase-trust-in-the-agrifood-industry\">https:\/\/www.eitfood.eu\/blog\/how-can-digital-traceability-increase-trust-in-the-agrifood-industry<\/a><\/p>\n<p><a href=\"https:\/\/ec.europa.eu\/eip\/agriculture\/en\/focus-groups\/innovative-short-food-supply-chain-management\">https:\/\/ec.europa.eu\/eip\/agriculture\/en\/focus-groups\/innovative-short-food-supply-chain-management<\/a><\/p>\n<p><a href=\"https:\/\/www.slowfood.com\/\">https:\/\/www.slowfood.com\/<\/a><\/p>\n<\/div><\/div><\/div><\/div><\/div><div class=\"fusion-separator fusion-full-width-sep\" style=\"align-self: center;margin-left: auto;margin-right: auto;margin-top:30px;width:100%;\"><\/div><\/div><style type=\"text\/css\">.fusion-body .fusion-builder-column-4{width:100% !important;margin-top : 0px;margin-bottom : 20px;}.fusion-builder-column-4 > .fusion-column-wrapper {padding-top : 0px !important;padding-right : 0px !important;margin-right : 1.92%;padding-bottom : 0px !important;padding-left : 0px !important;margin-left : 1.92%;}@media only screen and (max-width:1024px) {.fusion-body .fusion-builder-column-4{width:100% !important;order : 0;}.fusion-builder-column-4 > .fusion-column-wrapper {margin-right : 1.92%;margin-left : 1.92%;}}@media only screen and (max-width:768px) {.fusion-body .fusion-builder-column-4{width:100% !important;order : 0;}.fusion-builder-column-4 > .fusion-column-wrapper {margin-right : 1.92%;margin-left : 1.92%;}}<\/style><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-5 fusion_builder_column_2_3 2_3 fusion-flex-column\"><div class=\"fusion-column-wrapper fusion-flex-justify-content-flex-start fusion-content-layout-column\" style=\"background-position:left top;background-repeat:no-repeat;-webkit-background-size:cover;-moz-background-size:cover;-o-background-size:cover;background-size:cover;padding: 0px 0px 0px 0px;\"><div style=\"width: 100%;\"><div style=\"position: relative; padding-bottom: 56.25%; padding-top: 0; height: 0;\"><iframe title=\"ON-FARM_QUIZ_B_CZ\" frameborder=\"0\" width=\"1200\" height=\"675\" style=\"position: absolute; top: 0; left: 0; width: 100%; height: 100%;\" src=\"https:\/\/view.genial.ly\/654b4e3a4706c50011d2b5d4\" type=\"text\/html\" allowscriptaccess=\"always\" allowfullscreen=\"true\" scrolling=\"yes\" allownetworking=\"all\"><\/iframe> <\/div> <\/div><\/div><style type=\"text\/css\">.fusion-body .fusion-builder-column-5{width:66.666666666667% !important;margin-top : 0px;margin-bottom : 20px;}.fusion-builder-column-5 > .fusion-column-wrapper {padding-top : 0px !important;padding-right : 0px !important;margin-right : 2.88%;padding-bottom : 0px !important;padding-left : 0px !important;margin-left : 2.88%;}@media only screen and (max-width:1024px) {.fusion-body .fusion-builder-column-5{width:66.666666666667% !important;order : 0;}.fusion-builder-column-5 > .fusion-column-wrapper {margin-right : 2.88%;margin-left : 2.88%;}}@media only screen and (max-width:768px) {.fusion-body .fusion-builder-column-5{width:100% !important;order : 0;}.fusion-builder-column-5 > .fusion-column-wrapper {margin-right : 1.92%;margin-left : 1.92%;}}<\/style><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-6 fusion_builder_column_1_1 1_1 fusion-flex-column\"><div class=\"fusion-column-wrapper fusion-flex-justify-content-flex-start fusion-content-layout-column\" style=\"background-position:left top;background-repeat:no-repeat;-webkit-background-size:cover;-moz-background-size:cover;-o-background-size:cover;background-size:cover;padding: 0px 0px 0px 0px;\"><div ><style>.fusion-button.button-2{border-radius:4px 4px 4px 4px;}<\/style><a class=\"fusion-button button-flat fusion-button-default-size button-default button-2 fusion-button-default-span fusion-button-default-type\" target=\"_self\" href=\"https:\/\/www.onfarm.eu\/cs\/vzdelavaci-platforma\/vzdelavaci-materialy\/\" style=\"margin-top:20px;\"><span class=\"fusion-button-text\">ZP\u011aT<\/span><\/a><\/div><\/div><style type=\"text\/css\">.fusion-body .fusion-builder-column-6{width:100% !important;margin-top : 0px;margin-bottom : 20px;}.fusion-builder-column-6 > .fusion-column-wrapper {padding-top : 0px !important;padding-right : 0px !important;margin-right : 1.92%;padding-bottom : 0px !important;padding-left : 0px !important;margin-left : 1.92%;}@media only screen and (max-width:1024px) {.fusion-body .fusion-builder-column-6{width:100% !important;order : 0;}.fusion-builder-column-6 > .fusion-column-wrapper {margin-right : 1.92%;margin-left : 1.92%;}}@media only screen and (max-width:768px) {.fusion-body .fusion-builder-column-6{width:100% !important;order : 0;}.fusion-builder-column-6 > .fusion-column-wrapper {margin-right : 1.92%;margin-left : 1.92%;}}<\/style><\/div><\/div><style type=\"text\/css\">.fusion-body .fusion-flex-container.fusion-builder-row-3{ padding-top : 0px;margin-top : 0px;padding-right : 0px;padding-bottom : 0px;margin-bottom : 100px;padding-left : 0px;}<\/style><\/div><\/p>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":3,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"100-width.php","meta":{"footnotes":""},"class_list":["post-7093","page","type-page","status-publish","hentry"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.onfarm.eu\/cs\/wp-json\/wp\/v2\/pages\/7093","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.onfarm.eu\/cs\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/www.onfarm.eu\/cs\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/www.onfarm.eu\/cs\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.onfarm.eu\/cs\/wp-json\/wp\/v2\/comments?post=7093"}],"version-history":[{"count":4,"href":"https:\/\/www.onfarm.eu\/cs\/wp-json\/wp\/v2\/pages\/7093\/revisions"}],"predecessor-version":[{"id":7130,"href":"https:\/\/www.onfarm.eu\/cs\/wp-json\/wp\/v2\/pages\/7093\/revisions\/7130"}],"wp:attachment":[{"href":"https:\/\/www.onfarm.eu\/cs\/wp-json\/wp\/v2\/media?parent=7093"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}