ЦИФРОВА ТРАНСФОРМАЦІЯ ЯК ЧИННИК ФОРМУВАННЯ ТА РЕАЛІЗАЦІЇ ЕКСПОРТНОГО ПОТЕНЦІАЛУ ПІДПРИЄМСТВ ХАРЧОВОЇ ПРОМИСЛОВОСТІ

In the context of intensive digitalisation, the competitiveness of Ukrainian food industry enterprises in international food markets is increasingly determined by their digital maturity. The article analyses the dynamics of food industry exports and identifies the geographical orientation of Ukraine's exports. It has been found that with the start of full-scale war, exports have declined significantly, and the geography of exports reflects a strategic orientation towards the European Union market. Such a concentration of exports in the European direction necessitates the need for comprehensive digital modernization of enterprises, as it is the EU that imposes the most stringent requirements for production traceability, electronic certification, and supply chain transparency.It has been determined that the implementation of ERP systems, cloud services, IoT solutions, Big Data analytics, artificial intelligence, digital logistics systems, blockchain technologies, marketplaces and CRM systems ensures the automation and transparency of business processes, improves traceability, quality and management efficiency, reduces logistics and transaction costs, and contributes to compliance with international standards, increased trust among foreign partners, diversification of sales markets, and strengthening the competitive position of Ukrainian enterprises in global food markets.Overcoming the barriers to digital transformation involves establishing a system of financial support through the introduction of grant programmes and preferential lending mechanisms, as well as improving the digital competence of management personnel through participation in specialised educational programmes, business training and courses. An important direction is the phased modernisation of enterprises using modular digital solutions that ensure the integration of existing technical means with modern information systems.A phased model of digital transformation of enterprises has been proposed, which will reduce the financial burden and minimise risks and includes: assessment of the enterprise's readiness, strategic planning of future digital changes, identification of processes that require priority digitalisation, development of digital competencies and culture, and gradual scaling.