FORMATION OF EXPORT-IMPORT RELATIONS ON THE VEGETABLES AND FRUITS MARKET

The purpose of the article is to synthesize theoretical and methodological conditions for the development of export potential on the vegetables and fruits market, taking into account the existing influence of state regulation of the indicated process. During the study, the following methods were applied: grouping to identify theoretical and methodological conditions for the use of public policy instruments and tools that guarantee the export process itself; analysis and synthesis to distinguish the main approaches to state regulation in the section we analyze; theoretical generalization to improve the conceptual foundations of state policy in the context of export of vegetables and fruits and adapt it to existing Ukrainian realities. The urgency of shaping the export policy of vegetables and fruits in the context of globalization and increasing international competition is substantiated. It is stated that the urgency of the revision of the export policy should consider the instruments of the state policy that will ensure its further high-tech development with adaptation to the target markets. Some modern instruments are offered, the use of which will contribute to the success of domestic farmers both in foreign markets and in the domestic market. The proposed instruments take into account the advantages and disadvantages of domestic agricultural enterprises based on their classification offered according to certain characteristics. Ensuring that agricultural enterprises operate in a global environment as a systematic and complex process that requires the formation of an appropriate industrial and legal environment, their natural motivation, consumer activity, the establishment of economic and institutional conditions, etc., is determined by some direct and indirect factors that need to be identified and explored. Particular attention is paid to the consistency of ensuring the business activity of agricultural enterprises in the direction of exporting products, such as analysis of official sources, implementation of SWOT analysis, determination of internal and external advantages, the formation of strategic visions regarding export potential, attraction of investments, the introduction of digital technologies, and achieving a competitive position. The introduction of an approach based on the identification of instruments of state regulation in the field of export of agricultural products, in general, and vegetables and fruits, in particular, will allow state institutions in cooperation with export-credit agencies to form the most effective ways of realizing the export potential of domestic manufacturers on the target markets of the EU, Asia and Africa, taking into account their technological and innovative development. This process will also be facilitated by the introduction of digital technologies into the activities of Ukrainian agricultural enterprises. The most active use of digital technologies by Ukrainian agricultural enterprises will not only promote the products on the foreign market but will also increase the level of competitiveness in the domestic market and, as a consequence, will strengthen their competitive position.