MECHANISMS FOR THE EFFECTIVE ORGANIZATION OF TRADE PROCESSES IN THE FRUIT AND VEGETABLE BUSINESS

This article will scientifically analyze the mechanisms for the development of market marketing of fruit and vegetable products, as well as the management of trade infrastructure. In the course of the study, the specifics of the industry, the role and importance of marketing strategies in meeting consumer demand are highlighted. The study also examined the economic impact of modernizing trade infrastructure, improving the logistics system, and introducing digital technologies. Finally, innovative approaches and practical recommendations were put forward to take the management of fruit and vegetable trade to a new level.