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The paper analyzed the state and development trends of organic land use in Ukraine and determined its place in the European sector of organic agriculture. To assess the endogenous and exogenous factors of the development of organic land use in Ukraine, the method of SWOT analysis was used. It has been determined that the effective development of a model of organic farming is impossible without a comprehensive understanding of the situation about the potential of agricultural land use for the possibility of producing organic products. Methodological approaches to evaluation the potential of organic land use is proposed, based on the use of an integral index, which is characterized by a set of indicators for four main components: land-resource potential, agro-production potential, environmental safety and market infrastructure. In order to compare different-quality and differentdimensional indicators, it is proposed to interpret their values by normalizing, that is, to make the transition from absolute values to normalized ones. On the basis of the developed methodological approach, an evaluating of the potential for the development of organic land use in the regions of Ukraine was carried out. Such an evaluating makes it possible to differentiate regions (territories) depending on the integral index and to rank them as far as possible and potential for the development of organic land use. In turn, ranking territories according to the potential of organic land use helps to identify the most promising of them for investment in the development of organic production. [ABSTRACT FROM AUTHOR]