PLANNING THE ACTIVITIES OF FARMS IN THE CONTEXT OF RURAL DEVELOPMENT

Abstract

The paper considers a problems of planning farm production in the context of rural development. Farming is one of the locomotives of local community development, job creation, improving the welfare and, in general, the quality of life of the population, as well as the revival of local traditions, preservation of cultural heritage. The high level of variability of the environment is noted, in which there is a need to determine the strategy for the development of certain areas of production and sale of localized products and services. The methodological structure of the process of drawing up a strategic plan for the development of the farm in cooperation with the local community is proposed. The elements of the local product value chain are investigated. A model for creating a new production area has been developed. The key element of the proposal is authenticity, which links production to natural and cultural monuments, landscapes, history of the region, reveals local food habits, traditional recipes, provides taste, aesthetic, communication experience through the culinary identity of local food. The importance of the innovative component is noted, as well as the need for communication, marketing and advertising activities as promising areas of investment in the development of farming and related local industries is substantiated. The directions and results of the organizational transformation of farms are outlined; a number of measures are recommended within the framework of the policy of building local communities and achieving sustainable development goals by increasing the efficiency of farm production. The main components of the implementation of an effective policy of farm development in the context of impact on the territory are highlighted, including: transparent, optimal and comprehensive management model; consideration of sustainable development goals; effective communication of value chain participants, related industries, representatives of government, public organizations, local infrastructure, education, history and culture, consensus on the policy of territory development; culinary identity, uniqueness of cultural heritage; quality labeling and branding; preservation of aesthetic and thematic aspects of heritage; information support; positioning the territory as a center of farming practices characterized by innovation, originality and diversity. It was noted that territorial development around the farm is optimal in terms of cultural, social and environmental sustainability and competitiveness, improving the quality of life of the local population.