Abstract:

The production of organic products has been one of the most urgent tasks for modern society for many years. Ukrainian society is increasingly interested in what "organic production" and "organic products" are. Along with the promotion of a healthy lifestyle, the relevance of organic products is growing. Therefore, the purpose of the study is to determine the state of production and sale of organic products on the market of Ukraine. By the method of theoretical generalization in the article typical features of organic production are given; using the method of analysis and synthesis, the current situation in the organic market is considered, including available land resources, number of producers, cost of sales; graphical and tabular methods were used for optimal visualization of the results of the study. The study analyses the relevance and importance of organic agriculture and farming, considers key aspects of organic production, the importance of certification and well-established legislation that will help enterprises engaged in the production of organic products to develop. The importance of introducing the marketing concept into the practical activities of enterprises engaged in the production of organic products is noted. The importance of applying effective marketing approaches to product promotion to the consumer is emphasized and the main types of product promotion of organic origin are noted. The elements that form marketing channels for the production of organic products are indicated. It is noted that the market for organic products is gradually developing and expanding, which allows consumers to buy more and more organic products. The research conducted in the article is aimed at informing domestic specialized manufacturers about the possibilities of diversification of the product range and marketing of their products both in the domestic and international markets in accordance with modern consumer needs.