Page 39 - Rižnar, Igor, and Klemen Kavčič (ed.). 2017. Connecting Higher Education Institutions with Small and Medium-Sized Enterprises. Koper: University of Primorska Press
P. 39
The Co-Creation of Competitive Knowledge
Company. That same company had built a working vessel named Atlas.
Atlas has already been used for tours in the role of a real aquaculture
boat. The Greenline is intended for tourism and for the first time as a
water taxi. Thus, the vessel will be processed precisely to meet the needs
of the company.
Cooperation with Slovenian enterprises is very important. Namely,
everything that is manufactured, can be used or purchased from Slove-
nian companies at an affordable price, is also obtained by Fonda. Slove-
nian companies are promoted at Fonda’s own initiative, yet only if the
latter have a credible product. For example, for the preparation of the
Fonda Piran sea bass, Piran salt is being promoted, which is produced
in the Sečovlje salt pans (Faganel and Trnavčević 2012). With consump-
tion of the fish, Istrian wine and olive oil simply must be present. These
are products that originate from Slovenian Istria and are natural com-
plements. With the mutual participation of entrepreneurs, promotion
of products and sales is reinforced.
An important promotional milestone is when the first restaurant –
the inn ‘Christopher’ from Predoslje near Kranj-Gorenjska – included
Fonda Piran sea bass on their menu. This was the first time that the fish
had been named on a menu. After ten days, the same thing was done
by Mrs. Ana Rož and Mr. Valter Kramar, who manage the restaurant
‘House Franko.’ During this event, each restaurant was unaware of what
the other was doing.
The brand on the restaurant’s menu has a great value to the Fonda
Company: ‘It was the first time that the name of the fish was on a menu.
Surely this is a great confirmation! I like it because the Christopher
restaurant is one of my favourites. And I gladly say that they were the
first. This was followed by House Franko. And when they have a promo-
tion, they always take some of our fish with them. That means a lot to
me. I see them as partners, friends, and no longer as a customer.’
‘So far, we are the only farmed fish that have gained a place on a
menu! If you think about it, normally you get a wine list and the somme-
lier does all explaining to you, even how the winemaker was thinking.
But for the meat or fish, nobody says anything! The menu says only e.g.
fish fillet and nothing else. And this does not bother us or we are not in-
terested? Yet manufacturers are so different!’ dr. Irena Fonda explains.
Innkeepers have acted in this way because they believe in Fonda’s
product and they also give a positive boost to the general opinion, which
is that caught fish is still somehow better than farmed fish (Ellingsen et
37
Company. That same company had built a working vessel named Atlas.
Atlas has already been used for tours in the role of a real aquaculture
boat. The Greenline is intended for tourism and for the first time as a
water taxi. Thus, the vessel will be processed precisely to meet the needs
of the company.
Cooperation with Slovenian enterprises is very important. Namely,
everything that is manufactured, can be used or purchased from Slove-
nian companies at an affordable price, is also obtained by Fonda. Slove-
nian companies are promoted at Fonda’s own initiative, yet only if the
latter have a credible product. For example, for the preparation of the
Fonda Piran sea bass, Piran salt is being promoted, which is produced
in the Sečovlje salt pans (Faganel and Trnavčević 2012). With consump-
tion of the fish, Istrian wine and olive oil simply must be present. These
are products that originate from Slovenian Istria and are natural com-
plements. With the mutual participation of entrepreneurs, promotion
of products and sales is reinforced.
An important promotional milestone is when the first restaurant –
the inn ‘Christopher’ from Predoslje near Kranj-Gorenjska – included
Fonda Piran sea bass on their menu. This was the first time that the fish
had been named on a menu. After ten days, the same thing was done
by Mrs. Ana Rož and Mr. Valter Kramar, who manage the restaurant
‘House Franko.’ During this event, each restaurant was unaware of what
the other was doing.
The brand on the restaurant’s menu has a great value to the Fonda
Company: ‘It was the first time that the name of the fish was on a menu.
Surely this is a great confirmation! I like it because the Christopher
restaurant is one of my favourites. And I gladly say that they were the
first. This was followed by House Franko. And when they have a promo-
tion, they always take some of our fish with them. That means a lot to
me. I see them as partners, friends, and no longer as a customer.’
‘So far, we are the only farmed fish that have gained a place on a
menu! If you think about it, normally you get a wine list and the somme-
lier does all explaining to you, even how the winemaker was thinking.
But for the meat or fish, nobody says anything! The menu says only e.g.
fish fillet and nothing else. And this does not bother us or we are not in-
terested? Yet manufacturers are so different!’ dr. Irena Fonda explains.
Innkeepers have acted in this way because they believe in Fonda’s
product and they also give a positive boost to the general opinion, which
is that caught fish is still somehow better than farmed fish (Ellingsen et
37
