The paper is devoted to comprehensive study of the resource potential of agricultural enterprises as one of the factors for sustainable development of the region. Systemic changes in modern society require new approaches to understanding the concept of 'resource potential'. Informatization of society and digitalization of agriculture imply new attitudes and views on the use of resource support for agricultural enterprises. Based on the analysis of approaches to the concept of 'resource potential' available in domestic and foreign science, the authors understand the potential of an agricultural enterprise as a set of material, energy, information and labor resources. The study aims to investigate the structure of the resource potential of agricultural enterprises in postindustrial society and to identify factors that ensure the effectiveness of its use. The methodological basis of the study was the principle of interdisciplinarity and consistency, which allowed us to treat the phenomena studied from different angles, as a whole that consists of interrelated components. The authors consider the resource potential of the region to be a synthetic indicator: each individual resource does not evaluate the enterprise activities. The authors highlight that competent management of the available resources by the enterprise is the key to its successful functioning, and its personnel is the core of the resource potential of any enterprise.

This article is devoted to the study of factors that determine the formation and development of human capital in rural areas. Systemic changes in modern society and its informational character require new approaches to understanding the "human capital" category. The authors focus on objective and subjective factors in the formation of human capital: type of society, demographic situation, development level of social infrastructure institutions, development level of the agro-industrial sector, high level of awareness when investing resources in education, advanced training, health, raising the culture level, sustainable positive human motivation. Special attention is given to education as a factor in the formation of human capital; its fundamental character and potential for training competitive, highly qualified specialists are emphasized. Consistency, comprehensiveness, and continuity of education make it possible to form specialist qualities such as activity, creativity, interest in the results of his work, the desire for continuous personal and professional improvement, the ability to analyze a large amount of material and navigate the information flow.

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