Best Practices for Marketing Farm Products Using an Agro-Aggregator: The Lipetsk and Tula Oblasts as Examples

This article examines current issues in developing the marketing infrastructure of small businesses, as well as prospects for developing the consumer market through the creation and development of agroaggregators. The research focuses on agro-aggregators and the market environment in which they are created and developed. An analysis of existing distribution channels for farm producers is conducted, and a new channel for marketing infrastructure — agro-aggregators — is considered. The article identifies the importance of creating regional agro-aggregators, which serve as an additional channel for marketing farm products and improve the country's food security. The article analyzes the experience of pilot experiments in the Lipetsk and Tula regions to create a single operator (agro-aggregator). The target model of the aggregator involves centralized procurement and delivery of farm products, the creation of infrastructure for their storage and processing, and specialized services (e.g., consulting farmers on production and marketing, assistance with necessary documentation and labeling, etc.). This experience can be extended not only to other Russian regions but also to allied countries, for example, within the Eurasian Economic Union (EAEU). This will increase the number of exporters among domestic peasant farms and enhance their brand recognition globally.

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