ABSTRACT
The case study of EkoŁukta aims to discuss the strategy of a small organic dairy plant operating in the Polish food market. Its marketing strategy consists in the positioning of its offerings in the segment of organic products distributed through big retail networks. The marketing communication strategy makes references to regional ethnocentrism developed in connection with the Warmia and Mazury region perceived in Poland as clean and organic. The positioning of the company built on unique sources of supply in organic milk is a hugely difficult exercise in the European market as organic raw material is increasingly more often imported while consumers are usually little aware of it. The fact that the biggest dairy plants in the European Union import organic milk challenges the link between the place where a product is produced and the place where the raw material comes from. A consistent strategy pursued by a small Polish dairy deserves to be stressed since it delivers organic dairy products produced using traditional methods to customers through big retail networks.
