The partnership’s cooperation revolves around the joint sale and promotion of organic beef. The breeders found that the traditional practice of selling live animals for slaughter would not bring economic effects and that such a busi- ness model does not guarantee the sustainable and on-going development of farms.

They found that by direct selling to the end-users achieves a better price for their quality products. Such a method of sale requires the continuity of supply and care of customers, for which it is necessary to ensure an adequate stock of animals and appropriate quality controls that meets the needs of end users. It also requires on-going communi- cation, coordination, preparation and good logistics, as the advantage of their offering is in the freshness and taste of products.

They intend to maintain their competitive advantage into the future with a strong brand name, quality packaging and new forms of packaging (e.g. vacuum packing of fresh meat). They also undertaken market research in order to gauge future consumer trends.

Sales revenue grows from year to year, and new challenges are coming up with respect to growth. Contact with customers takes place at various events. They maintain a web site through which their products can be ordered. Schools and other public institutions are an important focus of marketing strategies.

Both farms have a vision of pursuing further developments over the next 10 years. In doing so, they are cooperating with all relevant stakeholders who shape agriculture policy; and scientific, educational and professional institutions. They utilize funds secured from various measures associated with the Rural Development Program.

They represent a sample of farms who have transformed from being a traditional production-oriented enterprise to an innovative and specialized farm, thereby providing value-added to the commodities produced on the farm.