Marketing tools for food security in the region

Pohrishchuk Boris
Doctor of Economics, Professor, Director of Vinnytsia Educational and Scientific Institute of Economics of the West Ukrainian National University, Ukraine, e-mail: pohrishchuk70@gmail.com, ORCID ID: https://orcid.org/0000-0001-6974-1083

Shcherbych Volodymyr
Postgraduate Student of International Tourism and Hotel Business Department, Western Ukrainian National University, Ukraine, e-mail: volodymyrshcherbych1999@gmail.com, ORCID ID: https://orcid.org/0000-0002-0544-4730

Рohrishchuk Oleg
PhD in Economics, Associate Professor of Economics, Accounting and Taxation Department, Vinnytsia Educational and Scientific Institute of Economics Western Ukrainian National University, Ukraine, e-mail: o.pohrischuk@wunu.edu.ua, ORCID ID: https://orcid.org/0000-0001-9513-0585

Trachuk Oleksandr
Роstgraduate Student of the Marketing Department, West Ukrainian National University, Ukraine, e-mail: oleksandrtrachuk2023@ukr.net, ORCID ID: https://orcid.org/0009-0000-2869-8728

Cite this article:

Pohrishchuk, B., Shcherbych, V., Рohrishchuk, O., & Trachuk, O. (2024). Marketing tools for food security in the region [Instrumenty marketynhovoho zabezpechennia prodovolchoi bezpeky rehionu], Socio-economic research bulletin, Vìsnik socìal’no-ekonomìčnih doslìdžen’ (ISSN 2313-4569), Odessa National Economic University, Odessa, No. 1-2 (88-89), pp. 35-46.

Abstract

The article considers the current state of global food security and features of its formation and provision at the regional level. In this context, it is stated that the modern globalized economic space requires an understanding of the nature and regularities of economic processes, the construction of an effective system for adjusting not only production, but also the development of various tools for influencing the market environment for determining and meeting the needs of humanity. The purpose of the article is justification of marketing tools for achieving sustainability of the food supply system at the regional level. The research was carried out using a complex approach and a set of general scientific methods: induction and deduction, economic analysis and synthesis, as well as special methods, such as: comparison, theoretical search and logical generalization. It has been established that the implementation of the food safety mechanism includes a wide range of strategic decisions and measures aimed at guaranteeing access of the population to high-quality and safe food in the required quantity and is based on such components as: regulatory and legal regulation of food safety; implementation of monitoring and control of quality and compliance with product safety standards; educational and information provision in the field of food security, development of agricultural production and its state support in the direction of improving the quality and efficiency of production of crop and livestock products; establishment of international cooperation and innovative development of the branches of agriculture, processing industry for increasing the level of food security. The principles of food security formation at the regional level are substantiated, namely: the social principle, which is revealed through the provision of food products to the population and is manifested in the creation of opportunities for all interested parties in the organizational support and control of the process of formation of food security in the region; the principle of complexity, which reflects the need to combine various tools in the process of solving the problem of providing the population with safe and high-quality food products; the principle of systematicity, which involves a comprehensive approach to solving economic, social, ecological and other aspects of the problem of food security in the region. It has been proven that the use of marketing tools in the formation of food security in the region is focused not only on providing the population with safe and high-quality products, but also on increasing awareness of the priority of the outlined issue among all interested citizens in the field of improving the safety of human life. To achieve these goals, the use of various marketing tools is proposed, in particular: information events using Internet resources and social media; advertising campaigns; conducting exhibitions, fairs, presentations of food products with an emphasis on their safety and quality properties; educational activities and educational programs; product certification and marking; cooperation with mass media; establishment of partnership relations with public organizations, local entrepreneurs and management structures to solve the issues of forming a sustainable system of food security in the region.

Keywords

marketing; marketing tools; food safety; entrepreneurship; regional development; economic potential; sustainable development.

JEL classification: М310; О180; Q180; DOI:https://doi.org/10.33987/vsed.1-2(88-89).2024.35-46

UD classification: 339.138:338.43

This work is licensed under a Creative Commons Attribution 4.0 International License. To view a copy of this license, visit http://creativecommons.org/licenses/by/4.0/

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