ECOMARKETING IN FOOD PRODUCT MANUFACTURING ENTERPRISES: CHALLENGES AND STRATEGIC SOLUTIONS FOR SUSTAINABLE REGIONAL DEVELOPMENT

The food product manufacturing sector is a strategically important part of regional economic development because it contributes to food security, employment and consumer market stability. At the same time, it is also a resource-intensive sector in which water and energy consumption, packaging waste, wastewater, organic residues and outdated production technologies may generate significant environmental pressure. This article examines the role of ecomarketing in food product manufacturing enterprises, with particular attention to the conditions of the Andijan Region of Uzbekistan. The study applies a conceptual and policy-oriented analytical approach and systematizes the key barriers that limit the practical implementation of ecomarketing: inefficient use of natural resources, insufficient waste-processing infrastructure, limited access to green technologies, weak ecological certification, financial constraints among small and medium-sized enterprises and low consumer awareness of eco-safe products. The article argues that ecomarketing should not be reduced to advertising environmentally friendly goods. Rather, it should be understood as an integrated managerial mechanism that links product design, resource-efficient production, ecological packaging, transparent labelling, distribution, consumer education and corporate social responsibility. Strategic solutions proposed in the paper include the introduction of low-waste technologies, gradual use of renewable energy sources, development of ecological certification, expansion of green product lines, environmental management systems, consumer awareness campaigns and public support measures. The conceptual findings suggest that systematic implementation of ecomarketing can strengthen the competitiveness of food product manufacturing enterprises while supporting ecological safety, consumer trust and the national transition toward a green economy.