This article examines the issue of enhancing the export potential of fruit and vegetable products, which represent a promising direction of Uzbekistan’s agricultural exports, through the prism of marketing mechanisms. The purpose of the study is to identify market and infrastructure factors determining export potential using the case of the Bukhara region, to diagnose existing constraints based on export marketing instruments, and to develop practical recommendations. The methodology employs dynamic and structural analysis based on official statistics, assessment of market concentration, a value chain approach, and expert analysis of the marketing mix and digital marketing instruments. The results show that Uzbekistan’s fruit and vegetable exports amounted to approximately 2 million tons and USD 1.5 billion in 2024, while in January–November 2025 they reached 2,022.2 thousand tons and USD 1,942.8 million. Under conditions of such rapid growth, the full realization of export potential is shown to be directly dependent on logistics, standardization, cold chain development, the share of processed products, branding, and market diversification. The discussion proposes the development of agro-logistics centers, phytosanitary infrastructure, market information systems, and a marketing management module for export-oriented clusters.
| Mualliflar | Jumayeva, Zamira |
|---|---|
| Jurnal | Иқтисодиёт ва туризм |
| Nashr sanasi | 2026-01-05 |
| Jild | 6 |
| Son | 26 |
| Til | O‘zbek |
экспортный маркетинг, плодоовощная продукция, экспортный потенциал, export marketing, fruit and vegetable products, export potential, eksport marketingi, meva sabzavot mahsulotlari, eksport salohiyati
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