Bosnians and Herzegovinians Want to Buy Domestic Brands

Something is happening, and it doesn't seem to be just a spring trend. More and more Bosnians and Herzegovinians are looking for domestic brands on store shelves. Many will say that awareness of the importance of buying domestic brands has increased, but I am more inclined to believe that it was never in question, and that the conditions have now been met for domestic consumers to buy their own.

If it was understandable and expected in the second half of the 90s, and up to the mid-2000s, due to the war and terrible destruction and misfortune that befell BiH, that consumers in BiH would buy foreign products due to the lack of domestic brands, with the maturation of BiH industry, and here I will focus on the food industry, consumers have massively started to turn to domestic products. This fact is significant from at least three aspects.

Bosnians and Herzegovinians want to buy quality domestic brands because they are a part of them, and now they finally have the opportunity to do so.

Bosnia and Herzegovina is a beautiful country, with a uniqueness that leaves no one indifferent. One of our comparative advantages, even on a global scale, can be, for example, Bosnian cuisine, which is capable of enchanting with its flavors all those who have tried it at least once in their lives. We are competent to build exactly such brands, and the proof of our success is seen not only in the domestic market but also in the markets of the region, and even much further (Zlatna džezva, Sprindova jufka, Bosanski lokum, Klasov somun, Tajna, Klasove baklave, hurmašice..., Zlatni puder...).

Many, in my opinion, have underestimated the domestic consumer, the Bosnian and Herzegovinian, and thus the BiH market, and the BiH food industry. Building business and sales strategies exclusively or predominantly on foreign products, alongside strong domestic brands, is a strategic mistake that should be corrected as soon as possible. In other words, it will be impossible to do business in Bosnia and Herzegovina if the will of domestic consumers and the strength of domestic brands are not finally respected.

It is now quite clear that changes have occurred in the BiH market that will crucially influence the development of the market and brands in the future. Therefore, now more than ever, it is necessary to develop domestic brands, invest in further strengthening quality, as well as innovation and promotion. To be honest, we still have a lot of work to do in the field of marketing and communications in general. Nothing will happen on its own, so we should not expect products and services to sell just because they are domestic. However, it is very important that domestic suppliers working for large systems also invest in innovation and marketing.

Because the benefits of buying domestic products are enormous. The state receives 17% VAT from the purchase of foreign products. However, when we buy a domestic product, everyone, including the state, has, figuratively speaking, 17% x 17 greater benefit. Klas's Bosanski lokum is made from flour, which is ground in a domestic mill. Workers work in the mills, and their salaries are paid. Workers spend their salaries in BiH, thus restarting the process. But let's return to Bosanski lokum, which is further produced on machines powered by Bosnian and Herzegovinian electricity, which is again obtained from coal mined in our mines. And, in the mines, miners receive salaries, which they also spend by buying domestic products...

Butter, walnuts, and sugar are added to Bosanski lokum, and then it is packaged in packaging supplied by domestic suppliers. And people work there and earn salaries, on which taxes are paid. The packaging is delivered in a design created by domestic designers. Everything is promoted in domestic media, based on a communication concept devised by domestic experts, etc. Thus, we all initiate the chain in this way.

This is our chain of life, and it is precisely this chain that enables the stability and development of all those involved, from the field to the shelf, and gives producers the space to improve the competitiveness of their own brands, preserve existing jobs, expand capacities, and employ new workers.

Therefore, our message has no alternative: let's buy domestic and, in doing so, build BiH!