THE ROLE OF SMALL AND MEDIUM-SIZED BUSINESSES IN THE DEVELOPMENT OF FRUIT-GROWING IN THE SOUTH OF UKRAINE

Abstract

The article states that during the last years in the southern region of Ukraine there has been a gradual development of the fruit and vegetable industry, which involves mainly small and medium-sized businesses operating in difficult competitive conditions. In order to preserve their market position, they should focus on improving the competitiveness of these products on the domestic and foreign markets and improve the revitalization of their investment activities, both at the expense of the state and domestic and foreign private investors. Today's market of fruit and vegetable products in Ukraine is characterized by: a large number of small and medium-sized manufacturers, a large number of low-level products and a large number of professional gratitude products; The largest segment of the market for fresh products, fruits and vegetables. Among the factors of growth, the market for fruit and urine products may be as follows: the wakeful drink on a fresh product in great cities; Diminished Dodatka’s wartosti for brand-name brand rachas; the price is great for the main season (quarter grass, heather-zhovten); ease of use for small products.The author presents problems and prospects for the development of small business in southern Ukraine in the production of fruit and vegetable products. It is determined that the most favorable support is the Ukrainian project of fruit and vegetable business development (UHBDP). The peculiarities of the formation of the market of these products and the aspiration of the aforementioned business for obtaining certificates of international samples are considered. It has been determined that the Ukrainian fruit and vegetable business development project (UHBDP), together with the International Finance Corporation (IFC), implements the CLARA project for the financial support of the fruit and vegetable sector. Prospects for the development of fruit and vegetable є zmіna spozhivatskih trends - fresh and healthy вег ство, vegetarianship, scho і a niche segment and vimaga є introduce new products to the market (snacks); as well as marketing and promotion of products - promotion of branded products, contractual distribution and export (currency viruchka, rotation of PDV, stability, higher visibility).