Diversification of Fruit Marketing Markets - as a Basic Factor in the Sustainability of the Sector

Abstract

Agriculture plays an essential role in society, the environment and the economy, contributing significantly to the social and economic well-being of a country. One area of major importance in this sector is horticulture, in particular fruit production, which influences both the economy and the health of the population and environmental sustainability. This sector covers the entire value chain from production and processing to distribution and marketing, including both fresh and processed fruit. The diversification of fruit markets is a key factor in ensuring the sustainability of this sector. Throughout the value chain, producers face challenges such as price volatility, international competition and climate change. This paper examines the importance of accessing new local, national and international markets and the impact of this diversification on the economic stability of producers. To achieve the proposed objective, several materials, studies, comprehensive research and analysis related to this important link of the national economy, statistical data, international rankings were analyzed. The research results demonstrate that through effective distribution strategies, marketing innovation and adoption of quality standards, producers can reduce business risks and optimize their revenues. The study emphasizes that smart diversification of markets not only contributes to the financial stability of producers, but also to the sustainable development of the whole fruit sector. JEL: Q1, Q10, Q12, Q17.