EUROPEAN EXPERIENCE IN APPLE PRODUCTION AND EXPORT: OPPORTUNITIES FOR THE UKRAINIAN MARKET

Abstract

The article is devoted to the analysis of the experience of the countries of the European Union in the production and export of apples in order to determine possible ways of adapting this experience to the Ukrainian market. The work examines the key aspects that ensure the successful development of the agricultural sector in the EU, in particular, the introduction of innovative technologies, compliance with quality standards, the organization of logistics processes, the development of cooperation and marketing strategies. A significant role is played by certification in accordance with international standards (GlobalG.A.P., HACCP), which guarantees the safety and high quality of products, which is a mandatory condition for entering international markets. The article also emphasizes the need for effective logistics and the development of export strategies that include optimization of supply chains and the use of cold chains for transportation. Logistical processes are complemented by the conclusion of long-term contracts with retailers and processing enterprises, which ensures stable sales. Special attention is paid to the cooperation of small producers into farmers' associations and cooperatives, which increase access to modern technologies, facilitate the attraction of financing and facilitate the formation of large batches of products for export. This allows farmers to enter new markets more efficiently and minimize costs. Marketing approaches of European manufacturers focus on creating brands and promoting ecological products. Active participation in international exhibitions, cooperation with trade networks and the use of digital marketing tools help strengthen positions in the global market. The article also examines integration into European and world markets by simplifying export procedures and adapting to international requirements. Agreements on free trade and diversification of markets contribute to reducing dependence on certain areas and increasing the stability of the agricultural sector in conditions of global competition.