Tula, Russian Federation
Despite the fact that the cultivation of berries is an essential element of ensuring the country's food security, the level of self-sufficiency is still insufficient, so it is important to ensure the efficiency of domestic berry producers. This paper aims to systematize the main approaches to maintaining the competitiveness of Russian berry farms in the current conditions. The study reveals that in order to maintain competitiveness, it is crucial to identify the target group of berry consumers, consider the range and ratio of berry crops and their varieties, optimize all types of costs to ensure high yields and product quality, and utilize diverse sales channels and sales promotion strategies. The research results can be further used to develop strategies for the functioning of berry farms, as well as measures for state support of domestic berry producers.
competitiveness, agriculture, berry farms, berries, agricultural producers
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