The dairy industry in Croatia is a recognizable segment of domestic production. Today in Croatia, there are about 400 thousand heads of bovine animals, unfortunately with a tendency to decrease, as noticed over the last decade. But, in the Croatian imaginarium, the image of the cow as the foundation of domestic agriculture and peasant identity is firmly present. Despite everything, about 600 million litres of milk are produced in Croatia every year, and Croats are happy to buy milk, they like buying dairy products, and Croatian customers will always look for cow's milk.