Innovative Approaches to the Use of Agricultural Insurance Potential
Authors:   Uman national university of horticulture, Nepochatenko O. O. , Prokopchuk О. T. , Malyovanyi M. I. 
Published: June 2021

Highly profitable activities of insurance companies in the future, ie from the standpoint of short-term and long-term time frame, provides for the formation of a favorable insurance environment in which the interests of all key players in the agricultural insurance market will be taken into account and protected. In this context, it is important to introduce innovative developments in the field of insurance services to the agricultural sector of the economy. As a result, this study aims to form a conceptual approach to the formation of agricultural insurance relations based on innovative approaches to using the potential of agricultural insurance, based on the feasibility and need to involve IT technologies in the insurance system of the agricultural sector; building interaction between structural elements of the market on the basis of quality management as a basis for ensuring the competitiveness of insurance services in the agricultural insurance market and the emphasis on reengineering in agricultural insurance. signs will surpass their counterparts. Ensuring the competitiveness of the insurance service depends on the level of satisfaction of policyholders in the received insurance coverage. Innovation in insurance services is manifested in the expansion of services with risky components; development of specific service packages for different groups of agricultural producers (in particular, small, medium and large). According to the results of the study, modern approaches to the formation of an effective insurance system in the agricultural sector of Ukraine are identified, the key of which are: improving the system of intermediary services in the agricultural market to strengthen the interaction of insurance companies with infrastructure entities mediation through the involvement of the latter in the mechanism of insurance services and in order to increase the coverage of insurance protection of agricultural producers; expanding the horizons of cooperation between companies working in the field of insurance protection of agricultural producers and companies providing the latter in the sale of insurance products, which cover the crop segment; establishing an active and lasting dialogue between participants of the insurance process, which is based on the principle of customer-oriented approach, based on which it is advisable to integrate the interests of a particular agricultural producer, related to the need for insurance protection. the need to attract IT technologies to the insurance system of the agricultural sector of the economy. Conceptual approaches to the formation of agro-insurance relations on the basis of innovative directions of using the potential of agro-insurance are reflected, which provide for the need to involve IT technologies in the system of insurance protection of the agricultural sector of the economy; building interaction between the structural elements of the market on the basis of quality management as a basis for ensuring the competitiveness of insurance services in the agricultural insurance market, and emphasizing reengineering in agricultural insurance.