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PROMOTION OF THE EU PRODUCTS THROUGH “MADE IN” AND QUALITY BRANDS Brussels, 26th May 2010

PROMOTION OF THE EU PRODUCTS THROUGH “MADE IN” AND QUALITY BRANDS Brussels, 26th May 2010 Croatian Quality and Croatian Creation Label Trpimir Župić Managing Director CENTRE FOR QUALITY CROATIAN CHAMBER OF ECONOMY. Project to Label Quality Croatian Products.

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PROMOTION OF THE EU PRODUCTS THROUGH “MADE IN” AND QUALITY BRANDS Brussels, 26th May 2010

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  1. PROMOTION OF THE EU PRODUCTS THROUGH “MADE IN” AND QUALITY BRANDS Brussels, 26th May 2010 Croatian Quality and Croatian Creation Label Trpimir Župić Managing Director CENTRE FOR QUALITY CROATIAN CHAMBER OF ECONOMY

  2. Project to Label Quality Croatian Products • The Project to Label Croatian Products started in 1997. • The intention behind the labels for Croatian products named Croatian Quality and Croatian Creation is to: • stress the importance of quality as the basic prerequisite for • international competitiveness; • - encourage the development of domestic manufacture;

  3. Project to Label Quality Croatian Products • raise the quality of Croatian products and manufacturing • technologies; • encourage creativity and the authentic Croatian • characteristics of products and services; • - research and development, innovations and inventions; • promote Croatia as a country and establish a distinct • Croatian identity in the global market.

  4. Regulation and responsibilities Regulation on Labels for Visual Labeling of Croatian Products is Regulations issued 1997 by the Croatian Chambre of Economy. Therein defined requirements, procedures, criteria, structure and responsibilities of the bodies in the Project. TECHNICAL COMMISSIONS (TC) composed of recognized Croatian experts in the respective manufacturing fields. Over 150 experts representatives of science, economy, testing and certification body, covering 23 TC, who deal with all areas of industrial production; for example, food industry, chemical industry, timber industry, metal industry, textile and leather industry and construction industry amongst others.

  5. Regulation and responsibilities COUNCIL FOR VISUAL MARKING OF CROATIAN PRODUCTS - is the supreme body of the project Members of the Council are representatives of the: Ministry of Economy, Labour and Entrepreneurship Ministry of Foreign Affairs and European Integrations Ministry of Agriculture, Fisheries and Rural Development Ministry of Tourism State Inspectorate State Office for Metrology Croatian Standard Institute Croatian Accreditation Agency Croatian Chamber of Trades and Crafts Croatian Tourist Agency and Croatian Chamber of Economy.

  6. Regulation and responsibilities CENTRE FOR QUALITY CCE - is operational, tehnical and administrative support to the Technical Commissions and Council in the Project. The Chamber, in this way, provides a fully transparent approach with no impact on decision-making process.

  7. What do the terms Croatian Quality and Croatian Creation mean? Croatian Quality and Croatian Creation are labels for visual marking of quality Croatian products. They are voluntary and allocated to all types of products.

  8. What do the terms Croatian Quality and Croatian Creation mean? Croatian Quality is recognition to the product and producer, and it is also a guarantee to the consumer that this is a product, which meets the highest quality standards, and represents the top of the world offer. Croatian Creation is recognition to the product and producer, and it is also a guarantee to the consumer that this is a unique product, which meets the highest quality standards, and represents the top of the world offer.

  9. Procedure and criteria - Croatian Quality The product manufacturers themselves applying for the quality marks with the necessary documentation in accordance with the requirements of the Regulation on Labels for Visual Labeling of Croatian Products. Products need to meet high criteria as defined in the Regulation wich is Regulation issued by Croatian Chamber of Economy.

  10. Procedure and criteria - Croatian Quality • The Technical Commission performs the procedure for allocating the right to use the mark Croatian Quality according to the following criteria, in compliance with the above mentioned CCE Regulation: • meeting national legal and sublegal acts and standards relating to • the product (approvals, permissions, certificates, test reports)‏ • testing of products, which verify and prove this (testing must be • performed in laboratories which are accredited to the standards • HRN EN ISO/IEC 17025) • quality of the raw material and documents proving the quality • (certificates and analysis reports)‏

  11. Procedure and criteria - Croatian Quality • safety, use property and durability (certificates and analysis reports)‏ • ecologically acceptable raw material (certificates and analysis • reports)‏ • production technology and technological equipment of the company • design of the product and packaging • verified and safe suppliers • the existence of the quality management system which guarantees • consistent quality of product

  12. Procedure and criteria - Croatian Quality • recognisability of product on the market (advertising, promotional • material, commercials, customer surveys)‏ • awards obtained by the products • market results of the product on the local and foreign market and its • availability on the market (number of buyers, references)‏ • employees’ competency • customer care (recording the number of customers and their – • satisfaction, number of complaints and their outcome)‏

  13. Procedure and criteria - Croatian Quality • recognisability and image of the company (social responsibility, • business ethics, satisfied customers, product/service quality, etc)‏ • - employees care (safety at work, working conditions, etc)‏ • environmental protection (environment management system, waste • management, environment organisation, etc)

  14. Procedure and criteria - Croatian Creation • All of the above mentioned criteria are a precondition for this product to be considered for obtaining the Croatian Creation mark, and at least one of the three below mentioned criteria need to be met: • long tradition and uniqueness of the product which needs to be • argumentative • - development-research work which needs to be argumentative • innovation and invention argumentative through patents and other • forms of intellectual property protection.

  15. Procedure and criteria - THE FINAL DECISION In each procedure for solving the application for allocating the right to use the mark, the Technical Commission performs a mandatory check of the production in the company itself. After the performed procedure, the Technical Commission gives expert opinion to the Council For Visual Marking of Croatian Products whether the mark can be allocated or not.

  16. ACHIEVEMENTS • To date, 336 products from 184 company bear the labels: • Croatian Quality: 228 • Croatian Creation: 108 This Project has also achieved continuous two-way communication and connectivity between all the stakeholders, law-makers, producers, scientific community , quality infrastructure and consumers, as well as recognition of the quality products on the market.

  17. What to the marks Croatian Quality and Croatian Creation mean to the producer and consumer? The profession confirms outstanding quality of the product. The mark guarantees to the consumers that this is a product which meets high world criteria. The company has additional possibility to promote and communicate with consumers. Croatian Chamber of Economy guarantees for the products and it promotes it (publications, internet, media, local and foreign fairs, other promotion activity and the project BeCROative).

  18. Promotion At the beginning of 2007, the Chamber designed and presented the project ‘Be CROative’.

  19. Be CROative Under the Be CROative project, the Croatian Chamber of Economy promotes quality Croatian products (those bearing the Croatian Creation and Croatian Quality marks), artists, scientists, innovators and inventions by Croats known worldwide, as well as Croatia as a country of innovative and creative people. With the Be CROative exhibition, we wish to show that Croatia, in addition to superior athletes and beautiful nature, creates quality products emanating from the country's own resources, intelligence and resourcefulness, as well as to proudly present Croatian greats, artists, scientists and innovators who have contributed to global prosperity.

  20. Country and venue of the Be CROative exhibition Date Germany, Munich, CBR Fair February 2007 Portugal, Lisbon, Expolingua Fair March 2007 Croatia, Zagreb, Mimara Museum May 2007 Belgium, Brussels, Place Jean Rey June 2007 France, La Rochelle, Grand Pavois Fair, September 2007 USA, New York – UN building October 2007 Italy, Milan, BIT Fair February 2008 Be CROative 14 Exhibitions held so far:

  21. Country and venue of the Be CROative exhibition Date France, Paris, Monde a Paris MAP Fair March 2008 Argentina, Buenos Aires, FIT America Latina Fair November 2008 Chile, Santiago de Chile, Estadio Croata November 2008 Bosnia and Herzegovina, Mostar, Mostar Fair April 2009 Australia, Sydney, Sydney's Overseas Passenger Terminal April 2009 Croatia, Split, SASO Fair October 2009 Croatia, Zagreb, EBRD 2010 Annual Meeting and Investment Forum May 2010 Be CROative 14 Exhibitions held so far:

  22. THANK YOU FOR YOUR ATTENTION! CROATIAN CHAMBER OF ECONOMY CENTRE FOR QUALITY Rooseveltov trg 2, 10000 Zagreb Phone: +385 (0)1 / 45 61 555 Fax: +385 (0)1 / 48 28 380 E-mail: hgk@hgk.hr; kvaliteta@hgk.hr www.hgk.hr

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