Focus on food consumers in the Balkans

FOCUS-BALKANS is a small collaborative project financed by the 7th Framework Programme FP7. It covers six different countries in the Western Balkans region: Slovenia as a EU-member State, Croatia as associated country and Bosnia, Montenegro, FYRoM and Serbia as ICP countries. 

The general objective of the FOCUS-BALKANS project is to improve competencies and understanding in the field of food consumer science in the Balkan countries.

This will result in a stronger participation of WBC scientists in projects related to food consumer science and in an increased number of publications related to food consumer science in the WBC in consumer science other scientific journals. The project beneficiaries aim to be active in food consumer science in their country and region.

The specific objectives are to develop a network of universities, institutes, high schools, consumer organisations, NGOs and private enterprises active in the field of food consumer science that are able to develop joint-research activities and to gain a better understanding of food consumers in the WBCs, with a focus on products with positive nutritional properties (fruits and health/diet foods) and/or sustainability (organic and traditional food products).


In Western Balkans Countries, food supply chains can be relatively short for products originating in small-scale farms, but an increasing number of intermediaries take part in the commercialisation of food products in formal supply chains. The supply chain usually includes at least four main stages:

  • the farm level — includes farmers and upstream industries;
  • processing — could be very short or very long depending on the type of product, on- farm transformation is widespread as well as industrialised processing;
  • selling — by the retailers who will distribute and advertise the population about the products;
  • consumption level — the act of buying; the main actor is then the consumer, acting for different reasons (intra-individuals determinants and sensory characteristic of the products) and pressures (society also called interpersonal determinants).

Source: Focus-Balkans

Project type
  • FP7
Country of the coordinating institution
Geographical focus
  • Bosnia and Herzegovina
  • Croatia
  • Montenegro
  • Republic of North Macedonia
  • Serbia
  • Western Balkans
Scientifc field / Thematic focus
  • Agricultural Sciences
October 2008 - September 2011

Entry created by Danaja Lorencic on November 7, 2012
Modified on November 7, 2012