CREATING A MARKETING STRATEGY WITH PREFERENCE FOR ORGANIC PRODUCTION AS A FACTOR OF INFLUENCE ON THE BIRTH RATE AND LIFE EXPECTANCY OF THE POPULATION

The specifics of organic production suggest use of safe and healthy food, ecosystems protection, sustainable use of natural resources, improvement of social status and development in rural and urban regions. In this way, in the future can be expected improvement of the health and increase of the life expectancy and birth rate of the population in Macedonia and the European Union. The data show that the area under organic production in Macedonia has increased over 130 times in last ten years, from 192 hectares in 2004 to 26.431 hectares in 2012. In the European Union, the area was duplicated, from 6.353.105 hectares in 2004 to 11.151.991 hectares in 2012. The life expectancy in the European Union, as well in Macedonia is increasing. In the European Union, the average life was 73 years in 1980 and reached 80 in 2012. In Macedonia, it was 67 years in 1980 and 75 years in 2012. The birth rate in the European Union was 13.9 or almost 14 live births per 1.000 inhabitants in 1980 and 10.4 in 2012. In Macedonia the birth rate was 21.6 in1980 and 10.9 in 2012, which means double reduction. Predictions for the future are showing increase of the area under organic production and the life expectancy, on one hand, but also decreasing in the birth rate, on the other hand. In the paper, will be presented the development trends of organic production, life expectancy and birth rate in Macedonia and the European Union and their correlative dependencies using tabular and graphical displays.