“TRADITIONAL” SMOKED MEAT BRAND MAKING

Abstract

This paper is aimed at displaying continuity in “traditional” smoked meat production in Zlatibor mountain villages. Particularly, we focused at contemporary production which was initiated by private producers in Mackat village and at analysis of technology differences, product types and market inside relation traditional-nontraditional. By technological modifications and adjustments to contemporary market high product quality is reached, as well as direct and indirect relation to consumers. In the same time, brand making process led to creating recognizable trade mark both at Serbian and foreign market.