Craft Production in Ukraine: Essence and Ways of Promotion

Craft entrepreneurs play an essential role in creating unique and difficult-to-replicate products that enrich, complement, and reflect our culture. The purpose of the article is to reveal the essence of craft production, clarify the definition of the term "craft product", as well as outline the ways of its promotion. The essence of craft production was revealed, and the state of its development in Ukraine was assessed. Attention is focused on the features of craft production, and the main differences between craft products and mass-produced products were characterized. It was determined that the products of craft production are exclusive products of high quality of local production, made by hand by a separately taken crafter and in a certain quantity. The research shows that it is not enough to create a unique product; for its successful sale, it is necessary to convey information about it to consumers. The article provides suggestions on ways to promote craft products and support their producers. The list of top platforms where you can find the best craft products from Ukrainian manufacturers was presented. The current state of support for craft production in Ukraine at the state level, individual business initiatives and territorial communities has been analyzed. It was proposed to create various open online platforms for crafters, which should essentially become a place for direct communication between the producer and the consumer, as well as a meeting place for the producers of craft products themselves, which will have a positive impact on the development of craft production. Craft production is relevant for small-scale farming in the countryside, so it is necessary to stimulate its development and promotion at the legislative level.