The article deals with the concept of competitiveness of agricultural products and examines the main ways, directions, mechanism and approaches of its management. Novelty of the article the program-target model of management of competitiveness of agricultural products is developed. As a result of the research it has been established that the processes of determining, planning, building, maintaining and increasing the competitive advantages of products at each stage of creating value added to increase the competitiveness of agricultural products increase its level or keep it at the planned level
