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We analyzed the main tendencies of cultivation of fruit and berries, which are unpopular cultures in Ukraine for the development of national selection and industrial horticulture. Improvement of population diet could form a conjuncture food market fruit with high content of biologically active substances and raw materials for processing and food industries. We believed thay the leading role in this can play industrial cultivation of valuable fruit and berry crops, the success of which is only possible for bringing together the efforts of selectionists, manufacturers, processors and processors. We presented that the area under industrial plantings of such unpopular fruit and berry crops could meet internal needs of population in fresh fruit, while the processing is insufficient. This is mainly due to lack of information about consumer value of fruit crops and unsufficient availability of all the necessary components regards the cultivation of these crops (Blueberry, Cranberry, Actinidia etc.), as well as lack of sufficient number of certified varieties of planting material, even in the State Register, and also low level of national fruit-processing industry. We concluded that considering the cultivation of crops with high content of biologically active substances to industrial scale and consumption of these fruits in sufficient quantity in fresh and processed form will definitely contribute to the improvement of the health of the population. This will also cause the development of the national market of fruit and berry products and increase the export of berries to the EU. Keywords: Unpopular culture fruit and berry plants; Breeding; Growing technology; Biological value References Babaieva G.I., Lytvyn V.M., Vojtenko V.I., Hmel'ova T.S. (2016). 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Iridoids and anthocyanins in Cornelian cherry (Cornus mas L.) cultivars. Journal of Food Composition and Analysis, 40, 95–102. doi: https:/doi.org/10.1016/j.jfca.2014.12.016 Leonel M., Leonel S., Tecchio M.A., Mischan M.M., Moura M.F., Xavier D. (2016). Characteristics of Quince fruits cultivars' (Cydonia oblonga Mill.) grown in Brazil. Australian journal of crop science, 10(5), 711–716. doi: https:/doi.org/10.21475/ajcs.2016.10.05.p7425 Mezhenskij V.N., Mezhensk? L.O. (2015). Formation of collection and improvement of methods of selection of non-traditional fruit and decorative cultures: monograph. Kyiv, "K?mprynt". (in Ukrainian). Plant growing in Ukraine – 2017: statistical collection. Kyiv: State Statistics Service of Ukraine, 2018. Available 02.04.19 from http://www.ukrstat.gov.ua/. Rudnyk-Ivashchenko O.I., Sukhomlyn L.V. (2017). Mulberry (Morus L.): Its realities and future in Ukraine. Horticulture, 72, 45–50 (in Ukrainian). S??za??? O., Savchenko ??., Zhurok ??., Dorozhynska ??. (2017). Powder from the schrot of berries of kalina in the technology of production of wheat bread. Technical sciences and technologies, 4(10), 176–188. Doi: https:/doi.org/10.1016/j.jfca.2014.12.01610.25140/2411-5363-2017-4(10)-176-188 Skrypchenko N.V. (2017). Actin??d??a in Ukraine. Zhutomyr, ??? Ruta, 88 p. (in Ukrainian). Sofronov A.P., Firsova S.V. (2018). Introduction of viburnum opulus in Kirov region. Agrarnay? nauka Evro-Severo-Vostoka, 67(6), 79–82. doi: https:/doi.org/10.30766/2072-9081.2018.67.6.79-82 Syedova Ye.N. (1995). Program and methods of selection of fruit, berry and nut crops. ??ryol (in Russian). SSTU ISO 2173:2007 (2009). Fruit and vegetable products. Determination of soluble solids by refractometric method. ??yiv, State consumer standard of Ukraine (in Ukrainian). SSTU ISO 4954:2008 (2009). Products of processing fruits and vegetables. Methods for determining sugars. ??yiv, State consumer standard of Ukraine (in Ukrainian). SSTU ISO 4373:2005 (2006). Fruits, vegetables and products of processing. Methods determination content of polyphenols. ??yiv, State consumer standard of Ukraine (in Ukrainian). SSTU ISO 8069:2015 (2017). Products of processing fruits and vegetables. Titrimetric method determination of pectin substances. ??yiv, State consumer standard of Ukraine (in Ukrainian). SSTU ISO 6557-2:2014 (2015). Fruits, vegetables and products of processing. Methods determination content of ascorbic acid. ??yiv, State consumer standard of Ukraine (in Ukrainian). State register of plant varieties suitable for dissemination in Ukraine in 2019. State commission of Ukraine for testing and protection of plant varieties. ??yiv (in Ukrainian). Syedova Ye.N., Ogoltceva T.P. (1999). Program and methods of sorting fruit, berry and nut crops. ??ryol (in Russian). The annual branch report "Horticulture and berries in Ukraine – 2018", Association “UKRSADPROM” ??yiv, February 2019. Available from: http://ukrsadprom.org/blog/asotsiatsiya-ukrsadprom-publikuye-richnyj-galuzevyj-zvit-sadivnytstvo-ta-yagidnytstvo-2018/. Accessed on 04.04.2019 (in Ukrainian). Yareshchenko A.N. (2018). Technology and trade in Blackberry and Honeysuckle in Ukraine. Why isn't everything so sweet? Berry-picker, 3(9), 66–68 (in Ukrainian).

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