Successfully marketing organics in Slovenia

Kalcek operates three brick-and-mortar stores and an internet shop. The first Kalcek store opened in 1989 and was the first Slovenian specialised organic food store. The charming shop with little more than 20 m² of retail area today still is an over-the-counter store in the centre of Ljubljana in the busy Trubarjeva Street. In 2005 Kalcek was again the first in Slovenia when opening an organic food supermarket on approximately 400 m² of net retail area space in the largest Slovenian shopping mall, BTC City in Ljubljana. In 2011 another organic food supermarket was opened in Ljubljana on Celovška 268, which represents an improved concept on approximately 400 m² of net retail space. In 2006, Kalcek organic spreads were introduced (produced with Woynars) that have been in distribution in Mercator through their wholesale department since then. (Picture: Kalcek on on Celovška 268)

More than 3,700 products are in daily offer in Kalcek, of which 99 % are certified organic. As the company has been dedicated to provide certified organic products, the 1% of products on offer which are not organic are labelled as such with shelf talkers. Besides the full, fresh and packaged food assortment on offer, customers can order organic sandwiches, snacks, freshly baked pizzas and other bakery snacks, as well as freshly squeezed organic juices made according to the exact recipe and procedure advocated by Dr. Max Gerson that are prepared fresh in front of them. (Picture: A wide range of products is offered)

Kalcek has a very close relationship with Slovenian organic food producers. Local farmers, producers of various produce, oil makers and bakers are regular guests with tastings and presentations of their articles. Most of Slovenian organic food products were first available on Kalcek’s shelves. These days Kalcek works with approximately local 50 suppliers. As the promoter of Slovenian organic food, new Slovenian organic products, brands and producers are regularly welcomed. At the same time, the company points out that the local organic production still needs to be organised better. (Picture: Promotion of Slovenian organics)

One of Kalcek’s main international suppliers is Provamel, which they represent in Slovenia as a wholesaler. Food is imported mainly from Austria and Germany through Dennit (Dennree), from Italy through Ecor, and also from Rapunzel in Germany. Kalcek also distributes certain British brands as well, such as the chocolatier Green & Blacks, and  is the distributor and representative of Primavera’s essential oils in Slovenia, as well as Doves Farm, producer of organic gluten-free products. (Picture: The fresh assortment at Kalcek)

Free lectures and presentations on various aspects of healthy eating habits and associated subjects are offered in their store at Celovska 268 on Wednesdays at 17:30. The company also holds small workshops on, for example, natural cosmetics, raw food preparation and aromatherapy, and offers free consulting and guidance on healthy lifestyle for the holders of the Kalcek loyalty card. Kalcek is now actively looking for adequate retail premises in selected Slovenian cities to further expand its brand presence in a healthy and organic business manner. (Picture: Deli food and presentation of the Slovenian organic hemp oil Dotik narave at Kalcek on Celovška 268)

The chain Vita Care was launched in 2008 with the aim of offering real and natural food to customers all over Slovenia. The company has five stores in Slovenia so far - in Maribor, Kranj, Nova Gorica and Koper - each with around 160 m², and also one in Ljubljana. The store in Ljubljana was the last one to open in November 2011.

With 600 m² of retail area, it is the first one with a snack and coffee department where you can buy breakfast, brunch and lunch. A sixth store will be opened in Jesenice in November 2013. The company’s target is to open 25 stores within five years, all modelled on the store in Ljubljana. It is proud to be a part of the organic industry and believes that healthy food will become more and more important. (Picture: Dry goods at the Ljubljana store)
 

About 7,500 products are sold by Vita Care – a full range from fresh produce, dry goods, chilled and frozen items and cleaners to a large selection of cosmetics. 95% of the food range is organic. There are also special departments for vegans, vegetarians, and gluten-free, for example. Vita Care aims to purchase domestic organics too. However, since they are experiencing constant increases in sales, some producers are already too small to support them. They purchase eggs, milk, meat, bread, fruit and vegetables, cheese and ham, for example, mainly from farmers. Slovenian products so far make up 10 % of their revenue, and 90 % of products are imported from Germany and Austria as the most important countries - but also from the Netherlands, France, Belgium and the UK. (Picture: Presentation of fruit and vegetables in Ljubljana)

Ekopraznik in Ljubljana (picture) is the largest organic fair in the country. It is an open air event that has been taking place annually on the 2nd Saturday in September in the centre of the capital city. The organiser, the Institute for Sustainable Development (ISD), started it as the feast of Slovenian organic farms in 2001, but soon developed it into a lifestyle fair. This year’s edition took place on 14 September and presented 75 stalls that offered organic food, organic cosmetics, organic fair trade products, ecological home care, organic gardening products and more. There were also stalls from organic certifiers and environmental NGOs to provide information. A vivid cultural program took place as well. The motto of the event was “Living Good - Living Organic and Healthy” and it was preceded by the Eco Week, supported by the Ljubljana Municipality - a week of presentations and discussions around organic and related topics.

During Eco Week and Ekopraznik, the achievements of the Organic School Gardens program were presented. The program was started by ISD in 2011. It aims at supporting schools and kindergartens to set up and manage their own organic gardens, as well as to use them as modern educational tools. The program is very successful and seen an important measure for raising awareness and knowledge about organic farming and food for the next generations. (Picture by ISD: The Organic School Gardens team at Ekopraznik).

Ekopraznik takes place in the same square where there's also a regular organic farmers' market. Ljubljana Organic Market has been operating since 1999 and is the largest in the country, with 34 stalls on Saturdays. It is coordinated by the ISD.

ISD also reported on its latest research results on the organic food market in Slovenia during Eko Week and Ekopraznik. Anamarija Slabe of ISD points out that there is still a large gap between organic production and consumption, which is growing by 10% per year. Domestic organic products still cover only 20% of the needs and are largely sold directly (on-farm, on organic farmers' markets), while the major turnover with organic food is created in the supermarkets. The share of the organic area in Slovenia was 7.6% in 2012, but 87% was grassland, while the main demand is for the vegetables, fruits and grains. A larger conversion to organic has been recorded in the olive oil sector, which is rather small, however. The interest of farmers for conversion has increased in 2011 and 2012 and it will be important how the organic sector growth will be supported by the new rural development program. 
 

ISD also did research on the development of CSA in Slovenia, which emerged in 2011. The main motives of consumers to get involved are to obtain fresh organic produce of known origin for a more affordable price (generally 30% lower than on organic farmers’ markets) and to support domestic organic farms. ISD also reports that a few larger operators are emerging that are selling vegetables and fruits also to supermarkets, which is a positive development also from consumers’ point of view. (Picture by ISD: Producers from Naklo at Ekopraznik) 

 
Tip:
Kalcek: http://www.kalcek.si
Vita Care: http://www.vitacare.si/
Institute for Sustainable Development: http://www.itr.si/home