THE DEVELOPMENT STRATEGY OF THE AGRICULTURAL BUSINESS BERRIES DIRECTION: ECONOMIC, ENVIRONMENTAL, MARKETING TRENDS

Abstract

Approaches to substantiate the directions of the berry business development strategy formation have been further developed in the paper. It has been substantiated that the set of economic conditions associated with the uncertainty of the external environment has a destructive effect on the agricultural sector of the economy, in particular on the strategic development of both the industry as a whole and individual entities. The world tendencies of fruit and berry products production have been considered. It has been found that among the fruits and berries of the mid-continental climate, the most popular in the world are grapes and watermelons. The increase in the production of fruits and berries in the continental climate is primarily due to the intensification of the industry and as a result increased yields. The largest producers of berries in the world are China, India, Brazil, USA. Among European countries, the leading position in this business area is occupied by Spain. Ukraine has a significant potential for the development of berry growing, and in recent years there have been positive trends in yield growth, production of fresh and frozen berries and its exports. Taking into account the potential of the industry, the results achieved and global trends in the berry business, it is advisable to identify three main components of strategic development: economic: (a gradual transition from small-scale production to larger, allocation of large areas for gardening berry crops in large integrated enterprises; development of agricultural cooperation in the fruit and berry complex; development of export potential; diversification of production; automation of production processes): marketing (growing niche berry crops on an industrial scale, such as sea buckthorn, dogwood, elderberry, viburnum; promotion of healthy eating and consumption of berries throughout the year, not just in season; use of various channels of marketing communications, in particular SMM-marketing; development of the sales system through marketplaces; increasing the life of products): ecological (improvement of technologies of production and processing of berries; development of organic direction in berry growing; product certification). The combination of these strategic directions will allow obtaining a synergistic effect in the industry and ensuring its competitiveness.