DEVELOPMENT OF MARKETING IN THE PRODUCTION, PROCESSING, AND SALE OF FRUITS AND VEGETABLES IN UZBEKISTAN

This article examines the development of marketing in the production, processing, and sale of fruits and vegetables in Uzbekistan. The study analyzes the importance of agricultural marketing in improving product competitiveness, increasing value addition, and expanding access to domestic and international markets. Particular attention is given to the priorities outlined in the Agriculture Development Strategy for 2020–2030 and the "Uzbekistan–2030" Strategy. A comparative analysis of Germany and Uzbekistan highlights the importance of effective marketing channels, quality management, logistics, producer cooperation, and international market access. Strategic recommendations focus on modern processing technologies, improved packaging, international certification, digital marketing, export diversification, and stronger cooperation among producers, processors, and exporters.