ORGANIC PRODUCTS AND PROSPECTS MARKETING AND SALES ACTIVITIES AGRICULTURAL BUSINESS ENTERPRISES

Abstract

The article outlines the market relevance of organic farming and its products. It was determined that the expediency of organic farming is determined by society's demands for environmental protection and healthy nutrition. It is substantiated that the Rivne region is one of the high-potential agricultural regions of Ukraine due to favorable hydrometeorological conditions and fertile soils. The dynamics of indicators of the development of organic production in the regions of Western Ukraine and the potential of the Rivne region, where at the end of 2022 there were 22 operators of organic production, which is the third indicator among the eight regions of Western Ukraine, and in terms of the size of agricultural land with organic and transition status, the region was demonstrated place The comparison of the dynamics of the development of organic production in the regions of Western Ukraine shows that the Rivne region is the leader in the increase in the number of organic production operators compared to 2016 and is in second place after the Ternopil region in terms of the increase in organic agricultural land. The results of scientific research on organic farming conducted by the Institute of Agriculture of the Western Polissia of the National Academy of Sciences were analyzed and interpreted in relation to the marketing context. It has been established that the market niche "organic farming and its products" is very promising for agrarian business. Such elements of the marketing complex as "goods" and "communication" are presented quite widely and transparently, there is a sufficient number of specialists and economic information to determine the price of products. The least disclosed aspect is the "marketing" of organic farming products. The following segments have been identified in the market of organic farming products: foreign and domestic markets. It was determined that the domestic market is divided into segments: B2B (kindergartens, schools, catering establishments) and B2C (direct retail network). Market operators of organic farming products should focus their marketing activities on issues of marketing policy, and for researchers, scientists and practitioners in the field of marketing, this problem is relevant as a direction for further scientific research.