In the conditions of an increasing shortage of personnel in the agro-industrial complex, the problems of reproduction of labor potential are actualized. In theory and practice, the issues of determining the labor potential and its development, taking into account new realities, remain unresolved. The purpose of the study is to develop methodological aspects of labor potential reproduction, taking into account regional specificity. The research is based on the application of methods of theoretical analysis of scientific provisions of labor potential. The basis was the works of the classics of economics, the works of the participants of the discussion of the beginning of the XXI century on the problems of research. The essence and significance of the development of the labor potential of the regional agro-industrial complex are revealed. It is indicated that in the economic literature there are many categories related to the labor characteristics of a person: labor force, labor resources, human resources, human potential, human potential, human capital, labor potential. A comparative description of the content of each category, including the history of their origin and development in economics, is given. The necessity of applying a broader concept characterizing a person's labor capabilities in quantitative and qualitative terms – labor potential is shown. The author's definition of the labor potential of the regional agro-industrial complex is given, taking into account regional peculiarities. As a result, the introduction of a competence-based approach to the development of labor potential is proposed, which will allow taking into account all the knowledge, skills, abilities and experience of the employee, including those specific to rural areas.