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Abstract
This article analyzes the economic foundations for developing the market of environmentally friendly products, foreign experience, and its applicability to Surkhandarya region. The market is considered as an integrated system involving certification, logistics, price formation, consumer trust, export capacity, and regional branding. The natural and climatic conditions of Surkhandarya region, along with its fruit, vegetable, livestock, and early product potential, are assessed as key competitive advantages. The article summarizes the experience of the European Union, the United States, Japan, and Turkey in relation to regional conditions.
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