ECONOMIC MECHANISMS FOR THE DEVELOPMENT OF THE SYSTEM OF FRUIT PRODUCTION, STORAGE AND MARKETING

Abstract

The article analyzes the economic aspects of organizing the production, storage, and marketing of fruit products based on an integrated value chain. The study is based on data from practical projects and fruit-growing development plans for 2025–2026 presented by the Agency for the Development of the Agro-Industrial Sector. The study examines the intensification of orchards and vineyards, the introduction of new export-oriented varieties, drip irrigation, digital monitoring, the development of nursery infrastructure, and opportunities for marketing finished products in domestic and international markets. The results of the analysis demonstrate that improving the economic efficiency of fruit production is associated not only with increasing yields but also with extending the storage period of products, maintaining product quality, improving logistics, and developing sales channels. The article develops proposals for integrating the value chain of fruit products, developing cold storage and storage infrastructure, using digital trading platforms, and increasing the share of export-oriented varieties.