ANALYSIS OF FRUIT AND VEGETABLE VALUE CHAINS

Agricultural products are bought for personal consumption or for further production. Fruit and vegetables are an important sector of agricultural production in Bosnia and Herzegovina, as they ensure population food sufficiency as well as income for rural farms. In Bosnia and Herzegovina, the market supply chain of fruit and vegetables is short, which means that the products are sold near the production site or at local markets. Longer market chains are largely not represented because the producers remain passive and have no contractual relationship with wholesalers and retailers. The main objective of the paper is to identify and analyze the production and sales sectors of fruit and vegetables in B&H, as well as to improve the market supply chain through the proposed application of modern management methods. The data in this research were collected through a survey of agricultural producers (primary sources of information) as well as by conducting an analysis of secondary data sources (scientific and professional literature, data of official statistics). The following research methods were used: survey method, descriptive method, methods of analysis and synthesis, method of comparison. As a challenge in managing and establishing a more efficient market chain, the question arises of how to include small producers into the modern market chain.