Page 28 - Rižnar, Igor, and Klemen Kavčič (ed.). 2017. Connecting Higher Education Institutions with Small and Medium-Sized Enterprises. Koper: University of Primorska Press
P. 28
Aleksander Janeš, Roberto Biloslavo, and Armand Faganel
co-naturality as a realisation. Sustainability is based on the multifunc-
tionality of each system, which serves for multiple purposes and multi-
ple users simultaneously. These users are not solely and exclusively the
people.
Between January 2012 and May 2014, thirty in-depth semi-structured
interviews were conducted with entrepreneurs. This paper presents the
case study of one of the most innovative aquaculture companies from
the food and agriculture sector Fonda.si l l c (Fonda Company) (Janeš
2014b).
Fonda.si is a family-owned company, which has developed into a suc-
cessful small business. They started aquaculture four decades ago. The
business was founded by Mr. Ugo Fonda and after him; his daughter
dr. Irena and son Lean have taken over the company. Fonda has cre-
ated a completely unique niche on the market through the sale of 80
of their products in Slovenia; the rest of sales are done in Austria (10
) and Italy (10 ). They opened a franchise farm in Croatian Osor on
Cres Island and expanded the aquaculture facilities in the Bay of Piran.
The Fonda fish brand has been developed to acquire ‘the best fish in the
world’ and improve their market positioning and recognisability (Janeš
and Biloslavo 2013; Janeš and Trnavčević 2014).
This paper is organised as follows. In Section 2 we present fish farm-
ing in the eu and the Mediterranean region. In Section 3, we described
the chosen methodology of the multiple case studies and specifically the
case study of the Fonda Company. In Section 4, we present and discuss
the co-natural innovation activity of the Fonda Company. The end of
the paper, Section 5, gathers conclusions, limitations and suggestions
for further research.
Fish Farming in the e u
Fish farming has a long history in the Mediterranean region, with evi-
dence of capture and feeding going back over 2000 years. Sea bass and
seabream are produced in most of the 20-plus Mediterranean countries
with the main producers being in Greece, Turkey, Spain, Egypt, Italy
and France – representing 71 of the volume and 70 of the value of
the e u 28 totals. Farmed sea bass and seabream producers tend to be
smes; most companies are still relatively small as 90 of the employees
are employed in companies with less than 10 employees. These compa-
nies are often family-owned and have no or very limited intention to in-
crease production. Consequently, large investments to increase produc-
26
co-naturality as a realisation. Sustainability is based on the multifunc-
tionality of each system, which serves for multiple purposes and multi-
ple users simultaneously. These users are not solely and exclusively the
people.
Between January 2012 and May 2014, thirty in-depth semi-structured
interviews were conducted with entrepreneurs. This paper presents the
case study of one of the most innovative aquaculture companies from
the food and agriculture sector Fonda.si l l c (Fonda Company) (Janeš
2014b).
Fonda.si is a family-owned company, which has developed into a suc-
cessful small business. They started aquaculture four decades ago. The
business was founded by Mr. Ugo Fonda and after him; his daughter
dr. Irena and son Lean have taken over the company. Fonda has cre-
ated a completely unique niche on the market through the sale of 80
of their products in Slovenia; the rest of sales are done in Austria (10
) and Italy (10 ). They opened a franchise farm in Croatian Osor on
Cres Island and expanded the aquaculture facilities in the Bay of Piran.
The Fonda fish brand has been developed to acquire ‘the best fish in the
world’ and improve their market positioning and recognisability (Janeš
and Biloslavo 2013; Janeš and Trnavčević 2014).
This paper is organised as follows. In Section 2 we present fish farm-
ing in the eu and the Mediterranean region. In Section 3, we described
the chosen methodology of the multiple case studies and specifically the
case study of the Fonda Company. In Section 4, we present and discuss
the co-natural innovation activity of the Fonda Company. The end of
the paper, Section 5, gathers conclusions, limitations and suggestions
for further research.
Fish Farming in the e u
Fish farming has a long history in the Mediterranean region, with evi-
dence of capture and feeding going back over 2000 years. Sea bass and
seabream are produced in most of the 20-plus Mediterranean countries
with the main producers being in Greece, Turkey, Spain, Egypt, Italy
and France – representing 71 of the volume and 70 of the value of
the e u 28 totals. Farmed sea bass and seabream producers tend to be
smes; most companies are still relatively small as 90 of the employees
are employed in companies with less than 10 employees. These compa-
nies are often family-owned and have no or very limited intention to in-
crease production. Consequently, large investments to increase produc-
26
