QUALITY MANAGEMENT AT ENTERPRISES OF AGRO-INDUSTRIAL COMPLEX (AIC) 4.0 AS THE BASIS OF THEIR DIGITAL COMPETITIVENESS

The purpose of the article is to determine the prospects for improving the practice of quality management of agricultural products at AIC 4.0 enterprises in order to increase their digital competitiveness in the world food markets in the conditions of the Fourth Industrial Revolution. Based on econometric modeling of international experience for 2022, it has been proved that quality (regression coefficient: 0.3673) contributes more (almost 6 times) to competitiveness than price (regression coefficient: 0.0622).It has also been revealed that the change in the quality and safety of food products by 71.57% is determined by the influence of AIC 4.0 technologies: market data (Big Data, AI, blockchain) and mobile banking; climate-smart agriculture technologies and innovative technologies (IoT, machine learning). A promising organizational scheme of quality management of agricultural products using AIC 4.0 technologies is presented on the example of the framework of the smart vertical farm of the Institute of Scientific Communications (ISC).The key conclusion is that quality management in the activities of agricultural enterprises using AIC 4.0 technologies forms the basis of their digital competitiveness in the conditions of the Fourth Industrial Revolution.The theoretical significance of the authors' conclusions lies in the fact that they have revealed the peculiarities of the organization of world food markets in the context of global digital competition.The practical significance of the article is due to the fact that it offers a promising scenario for strengthening the digital competitiveness of agricultural enterprises and advancing SDG2 in the “Decade of Action”, as well as a set of authors' recommendations for the successful implementation of this scenario through improving food quality management based on the engineering of AIC 4.0 technologies.