РИНОК ЗЕЛЕННИХ ОВОЧЕВИХ КУЛЬТУР В УКРАЇНІ

Abstract

The article provides a marketing review of the green crops market, analyzes expert-import operations and sales channels for this type of product. The ranking and grouping of the main types of vegetable and melon crops in Ukraine by the indicator of gross production is carried out. Thus, according to the State Statistics Committee, despite the fact that Ukraine produces more than 40 types of vegetable and melon crops, about 10 main vegetable and melon crops, which are in the first group, are grown in masse. Thus, the first group with a gross production of over 1 000 thousand tons included 11 crops: borscht, cucumbers, pumpkins, zucchini and watermelon. The share of this segment in the total gross collection is 96.3%. The second group with a gross production of 100.1 to 1 000 thousand quintals includes such types of vegetable crops as melons, eggplants, sweet corn, leeks, green peas, cauliflower and broccoli, radishes, Chinese cabbage, green peppers. The group’s share in the total production structure is only 3.3%, and in the total sown area does not exceed 8%. The third group (with a gross production of up to 100 thousand centners) is a group of green vegetable crops. The share of this sector of the vegetable market does not reach 0.5% in gross fees. The range of uncommon crops in the markets of Ukraine, especially supermarkets is provided mainly through imports. The scientific novelty is that to study the attitude of consumers to green vegetable products, a sociological survey was conducted and an analysis of the main factors influencing the purchase of this type of product. It was found that when choosing a point of sale, such factors as location, service, quality of service in places of purchase of green products, range, staff qualifications, etc. have a great influence on consumer behavior. The advantages and disadvantages of individual sales channels of greenery are analyzed. The advantages include: convenience, territorial proximity, wide range, price flexibility, product quality, its freshness, etc. Neoliks include: lack of certificates for products, narrow range and unsatisfactory sanitary conditions of trade places. It is found out that at formation of effective model of innovative development of branch of vegetable growing it is necessary to apply the newest methods of selection, new grades and hybrids which have high productive potential, to introduce scientifically proved systems of cultivation and seed production, to master new segments of green cultures and microgreens. The article identifies the main problems and identifies priority areas for the development of the market of green crops for the future.