ANALYSIS OF FACTORS OF INVESTMENT ATTRACTIVENESS OF THE PROJECT OF INNOVATIVE AGRICULTURAL PRODUCTS MARKET

The article examines the issues related to determining the factors of investment attractiveness of the development project of the innovative market of agricultural products in relation to various stakeholders – consumers, farmers and society. The development of activities to create markets for agricultural products on new sites is necessary and justified by the parties concerned, and fixed in the relevant regulatory‑legislative acts of the Russian Federation. The indicators of structure and dynamics of development of farms are analyzed. Currently, more and more food products are sold through retail chains, which actually reduce the choice for the consumer to a range of brands of the same large agricultural holdings, vertically integrated food production, international food corporations. The implementation of the trading space in the form of a farmer’s market allows small agricultural enterprises to form stable channels of distribution of products, and to be, in fact, the only access to consumers. At the same time, there are practically no alternative sales channels for farmers, since working with retail chains for farms is difficult due to factors such as small volumes of products, seasonality, and instability of supply. Therefore, the study of the possibility of implementing such project in the Moscow region can indirectly become a source of support for regional farms. The result of the study of indicators of attractiveness of the project of the innovative market of agricultural products showed that implementation of the project requires co‑financing and support as it is economically less profitable than other opportunities to use the same sites. In order to assess the investment attractiveness of the innovative market of agricultural products, an analysis tool of the organization’s macro‑environment was used to identify main trends in the industry.

investment project, market, agricultural products, agricultural holding, peasant farm, retail sale, innovative market of agricultural products, farm products, public financing, factors of investment attractiveness, import substitution.

Voronina N. F. Analysis of factors of investment attractiveness of the project of innovative agricultural products market. Business. Education. Law, 2019, no. 2, pp. 90–97. DOI: 10.25683/VOLBI.2019.47.230.