On the Issue of the Economic Feasibility of Horticulture in the Context of the Development of Agribusiness and Rural Areas

The article examines the features of the current state of the horticulture industry in Ukraine. It is proven that this direction of agribusiness is characterized by a high level of prospects. The arguments that determine the economic feasibility of the development of horticulture are summarized and grouped. In particular, the factors of the industry's potential and the economic benefits that can be obtained from the development of horticulture are highlighted. Attention is focused on the fact that, with a professional approach, it is possible to: achieve a high level of profitability in growing fruit trees; grow varieties that meet the highest requirements; and enter the European market. The focus is on the steadily expanding opportunities for processing horticultural products. The risks that accompany agribusiness in the field of horticulture are examined. It is established that in war conditions the level of traditional risks has increased significantly, and gardeners have faced a number of new risks. Natural and climatic risks, risks of a shortage of fresh water for irrigation of plantations, etc. also remain relevant. It is substantiated that the potential of horticulture can primari y be used by representatives of small and medium-sized businesses in rural areas. In this context, state support for horticulture was considered through the prism of the "eWork" program. Examples of successful businesses in the field of horticulture are considered. It is substantiated that horticulture is the direction of agribusiness where it is possible to implement a comprehensive, effective business model for a small farm. Factors that need to be taken into account in order to achieve effective development of horticulture in combination with the development of agribusiness and rural areas have been identified. One of the main such factors is the further development of state support for horticulture. It is proven that the development of horticulture can potentially contribute to the development of agribusiness and rural areas.