ENHANCING THE MARKETING MECHANISM FOR INCREASING FRUIT AND VEGETABLE EXPORT POTENTIAL EVIDENCE FROM BUKHARA REGION UZBEKISTAN

Abstract

This thesis develops a marketing mechanism to raise the export potential of fruit and vegetable products in Bukhara region by addressing the core constraints that typically prevent horticulture regions from moving from commodity sales toward higher value market segments. While Uzbekistan has expanded horticulture and export activity, the binding constraints increasingly sit in market linkages, compliance with private and public standards, post harvest handling, packaging, logistics coordination, and reliable commercialization channels rather than in production alone. World Bank Building on evidence from global research on standards and trade, and on development practice that emphasizes integrated finance, skills, and coordination, the thesis proposes an integrated mechanism combining market intelligence, quality infrastructure, cold chain and agro logistics services, branding and buyer relationship management, and risk and finance instruments, coordinated through a regional export governance platform. The Bukhara case is used to frame implementation priorities, including the role of agro logistics centers and coordinated stakeholder action to stabilize volumes, improve quality consistency, and expand access to higher value destinations.