THE CONCEPT OF EXPORT POTENTIAL OF FRUIT AND VEGETABLE PRODUCTS AND ITS ECONOMIC CONTENT

Abstract: This article examines the theoretical content of the concept of export potential of fruit and vegetable products, its economic nature and structural components. Internal and external factors shaping export potential are distinguished, and the specific characteristics of perishable horticultural products as objects of foreign trade are discussed. It is concluded that export potential should be interpreted not merely through production volume, but through the combination of competitive advantages, quality standards, and market access opportunities.