It is described in detail in the article the organic potential of European countries and Ukraine through the prism of specific indicators that characterize it. It is determined that the fullest organic potential of any state is revealed through a system of such indicators: land use in organic farming; number of producers of certified organic products; volumes of retail trade in organic products; volumes of exports and imports of organic products; cost of consumption of organic products per person; the largest importers of state organic products, etc. Based on the constructed complex diagram, which systematically characterizes the organic potential of European countries and, in particular, Ukraine through a set of its main indicators, it is proved that: 1) the most powerful European organic leaders in 2019 are: Austria, France, Germany, Italy and Spain. Collectively, the indicators that characterize their organic potential in 2019 reached, compared to other European countries, high leadership positions; 2) according to statistics, it is determined that in 2019 Sweden for the first time after many years of importing organic grains became their exporter -116 million euros; 3) it is noted that Ukraine in the system of indicators characterizing its organic potential in 2019, among European countries is a pioneer, where the development of organic farming and organic food production is a strategic task of the state over the next few years. After all, the area of organic land in 2019 exceeded 460 thousand hectares, and the volume of exports of organic products in the same year reached the level of 272 million euros with only 470 state producers of certified organic products. The author proposes his own approach to assessing the effectiveness of organic potential in Ukraine through the prism of specific indicators-characteristics, which is generalized into a single integrated indicatorthe taxonomy coefficient. The calculations proved the instability of the taxonomic indicator during the study period, which, according to the author, indicates that the state organic potential and system of organic production in Ukraine is at the stage of formation and development.The analysis allows us to conclude that Ukrainian exporters of organic products are forced to solve a number of problems that hinder the intensification of supply of products from our country to the markets of other countries.

The article provides a detailed analysis of the daity industry of Ukraine. The prerequisites that determine the need for strategic marketing planning of dairy enterprises were indicated. The author singled out the necessity of researching the dairy industry, which is due to the following reasons: significant market capacity and development rates; marketing complications regarding the promotion of dairy products and seasonal fluctuations in demand; the unstable situation in the industry, which is associated with the unsatisfactory state of the raw material base and the uncompetitiveness of products. The significant increase in the cost of fuel and lubricants, the distance of dairies from the raw material base, the undeveloped structure of procurement points in rural areas, the increase in the cost of raw materials, the devaluation of the Ukrainian currency negatively affect the development of dairy enterprises and lead to a reduction in their production volumes. A detailed analysis of the trends in the development of the dairy industry in Ukraine made it possible to claim a reduction in the volume of milk production and various types of dairy products in Ukraine in the period 2013–2020 and to single out the main reasons: a reduction in the number of cows; increase in purchase prices for the main raw material – milk; a low level of capacity utilization as a result of an insufficient amount of raw materials; decrease in demand for dairy products due to the insufficiently high purchasing power of the population; a high level of competition from powerful enterprises equipped with modern equipment and technologies, etc. It was noted that the basis of the development of the dairy industry of Ukraine, and, in particular, milk processing enterprises, is the state support of this industry. It was proven that in order to maintain the existing market share, dairy enterprises must apply measures of publicity and sales promotion, combining their actions within the scope of the implementation of measures in the field of promotion.