SAFETY OF COFFEE PRODUCTION AS THE MAIN COMPETITIVE ADVANTAGE OF THE COMPANY IN THE MARKET

. The relevance of implementing the principles of product safety management caused by the necessity to implement this standard by the Ukrainian enterprises while forming the image of a safe food producer, thereby expressing a serious attitude to the opinion and health of consumers. An equally important effect of the implementation of this standard is the investment attractiveness of the company and the ability to enter the foreign market. Thus, Ukrainian products will be in demand by consumers in the foreign market due to decent quality and affordable prices. Analysis of the prospects for the implementation of the HACCP standard will allow the company to interest the consumer in the purchase of coffee products, reduce the cost of its production, expand its product portfolio and increase distribution channels. The article aims to study the benefits for the company from the application of HACCP, to characterize the process of its implementation and to provide a typical example of real deviations in the designed enterprise models. Methodology: during the study, a qualitative analysis of the existing DSTU ISO 22000: 2007 standard was carried out, as well as the analysis of the existing deviations of coffee production. The scientific significance of the study lies in the fact that, based on the conducted research results, it is possible to develop typical processes for the accelerated implementation of HACCP standards, which in turn will accelerate the intensity of its high-quality implementation. The value of the research is that, based on the implementation of standards for the management of safe coffee products, the consumer receives a quality product, while the state obtains a certified manufacturer and potential exporter.


INTRODUCTION
In the modern business environment, food poisoning, as well as the appearance of extraneous elements inside the finished goods, became a normal phenomenon, which adversely affected the reputation of enterprises and trust from foreign consumers. Therefore, the state prepared a number of amendments to the law on food safety management for enterprises. Naturally, most of the innovations are pushing market operators to increase their export volumes and increase product quality, as Ukraine is an exporter of products and services to 190 countries. On September 20, 2017, the norms entered into force in Ukraine, providing the introduction of a hazard analysis and critical point control (HACCP) system for facilities that operate with food products in accordance with part two of subparagraph 1 of paragraph 1 of the final and transitional provisions of the Law of Ukraine "On Introduction amendments to some legislative acts regarding food products" dated July 22, 2016No. 1602 Thereby, the legislation warned production facilities and public catering about the beginning of the implementation of food safety control standards and provided a postponement of 3 years before the audit for the physical and documentary implementation of ISO 22000: 2007 (HACCP).
However, most enterprises ignored this requirement, as a result of which the legislative authorities re-warned about the responsibility of the enterprise, which would not pass the food safety audit until January 1, 2020. They will receive warnings from inspection bodies and a fine in the amount of 15 to 30 minimum wages, depending on the severity of the product mismatch and up to the complete withdrawal of products from the Ukrainian market.
On this bases, the issue of implementing the HACCP principles became an acute issue for companies, however, the difficulty of implementation is not only in the physical elimination of production areas where cross-contamination occurs, but also in the documented facts of their presence, as well as in the application of corrective actions with their further monitoring.
Suchwise, the food industry faced the challenge of developing practical steps and instructions for implementing the HACCP principles.
This task is particularly relevant due to the need of enterprises to maintain its throughput, but also to increase its competitiveness. The lack of HACCP implementation restrains the possibility of entering the world market, thereby slowing down the increase of the country's GDP and economic indicators of a particular region.
Consider an example of the implementation of the principles of HACCP on the example of an enterprise producing coffee products.

LITERATURE REVIEW
Today, the following experts have been studying the implementation of the principles of HACCP: O. A Shutova and A. F. Manukyan (2015) studied the problems of implementation of the principles of HACCP in the food industry, O. A. Golubenko, V. Yu. Slavogorodsky and V.A. Ivanov (2017) considered issues of certification of the HACCP system and the food safety management system and their main differences, V. M. Novikov, I. M. Romanenko and S. V. Fomina (2013) conducted an analysis of existing regulatory documents on the procedures for certification of the SSMS (HACCP) in Ukraine and the search for ways to improve them.

PAPER OBJECTIVE
Development of practical steps and recommendations for the implementation of food safety management standards DSTU ISO 22000: 2007 (HACCP) at all stages of the production of finished products, on the example of the enterprises of coffee products that plan or implement the principles of HACCP and face a number of difficulties.

RESULT AND DISCUSSION
In the modern realities of domestic business, not enough attention is paid to the issue of producing a quality product, namely the creation of a safe product that will not cause irreparable harm to the health of the consumer. To comply with this requirement, the quality of the products must correspond to the properties that the manufacturer declared on his packaging, aimed at Vorobiov, K., Hurzhii, N. and Lysenko, M. (2019) "Safety of coffee production as the main competitive advantage of the company in the market", Management and entrepreneurship: trends of development, 4 (10), pp. 79-93. Available at: https://doi.org/10.26661/2522-1566/2019-4/10-07 81 attracting and meeting existing needs. However, there are factors that can reduce the properties of a product and make it unsafe.
To eliminate these factors and reduce the threats of their occurrence, the principles of product safety management at all critical points of its production are applied DSTU ISO 22000: 2007 (HACCP) (Molins and Pineiro, 2010;Food safety management system. DSTU ISO 22000: 2007, 2007. DSTU ISO 22000: 2007 (HACCP), is a risk analysis and critical control point system developed for enterprises that produce food products or enterprises which products and services are used in the food industry and affect food safety. The system does not control the final result, but the entire food production chain, starting from the acceptance of raw materials and ending with the consumption of the finished product.
At all stages of production, in each technological operation, it is necessary to identify hazardous factors which can threaten product safety and ensure process control that eliminates the influence of these factors. To implement the system certain amount of knowledge is required: knowledge of your product, raw materials and processes and understanding of factors that can cause a risk that threatens the health of consumers (Molins and Pineiro, 2010).
Having a number of internal and external benefits from the implementation of the HACCP standard, (Table 1), the organization has all chances to provide safe products to the client, thereby gaining even more trust, as well as entering international markets Reduction of the defective products in the total amount of production Increasing consumer confidence in products Reduced complaints due to consistent quality 2 Documentary confirmation of safety of the produced goods Opportunity to enter international markets and expand existing markets Improving the competitiveness of products and creating a reputation as a manufacturer of quality and safe products.

3
Integration with other quality management systems

Additional benefits participating in important tenders and increasing investment attractiveness
Source: Developed by the authors based on the materials (Food safety management system. DSTU ISO 22000: 2007, 2007International standard ISO 22000: 2018 We are going to conduct a survey of the readiness of enterprises in Ukraine that carry out activities in agribusiness, food production, delivery services and the provision of catering services based on expert opinions of 25 specialists who carry out certification DSTU ISO 22000: 2007 (HACCP) and prepare enterprises for state audits for the availability of physical and documented principles of HACCP: Ukrainian Food Safety Inspection (Inspection portal, 2019), Ukrstandart (Ukr standard. Certification agency ISO 22000, 2019), Ukrekspertiza (Ukr expertize. Certification agency ISO 22000, 2019).
The thoroughness of the received expert assessments should provide for their consistency among themselves. For this issue, it is necessary that the deviation in the expert estimates should correspond to the normal distribution (L. Dovhan', L. Veduta and H. Mokhon'ko, 2019).
Let's make a transcript of the factors by which the assessment will be made and the data obtained from the results of a survey of experts (Table 2). Source Developed by the author based on the materials (L. Dovhan', L. Veduta and H. Mokhon'ko, 2019).
Let's carry out calculation of a mean square deviation according to a number of distribution of expert estimates of factors on basic discrepancies.

83
The difference between the greatest and smallest value of sign characterizes scope of a variation and is determined by a formula R = xmaxxmin. (2) If the range of variation in the estimates obtained as a result of a survey of experts does not exceed 6 quadratic deviations (the law of normal distribution), then it is considered that the statistical characteristics are interconnected and correspond to the normal distribution (L. Dovhan', L. Veduta and H. Mokhon'ko, 2019).
Let us calculate the standard deviation according to a number of distribution of expert estimates. (Table 3).
First, you need to determine how many experts rated the willingness of enterprises the same way and enter the necessary data in the table. The next step is to multiply the options by the corresponding frequencies. The deviation of the options from the average score is found as the difference between each individual work and the average score in conditional points.   Source: Developed by the author based on the materials (L. Dovhan', L. Veduta and H. Mokhon'ko, 2019).
A summary analysis of the scope of expert assessments for the totality of factors of the enterprise's readiness for state audit is given in (Table 3).
Based on the data table 4, the range of expert estimates does not go beyond the normal distribution (R-6G), therefore, expert estimates can be considered mutually consistent. As a result of the expert assessment of the readiness of enterprises for state audit, they scored a certain number of points. Based on this, each readiness factor can be assigned an appropriate rank. According to the theory of rank correlation, the factor that scored the most points is important (L. Dovhan', L. Veduta and H. Mokhon'ko, 2019).
This factor gets the first rank. Factors that score the same number of points should be assigned a standardized rank, the value of which is the average sum of places that shared these factors. After you assign the readiness factor to the appropriate rank, you must determine the sum of the ranks. The sum of the ranks intended by experts of the enterprise readiness factor is determined by the formula (3): Vorobiov, K., Hurzhii, N. and Lysenko, M. (2019) "Safety of coffee production as the main competitive advantage of the company in the market", Management and entrepreneurship: trends of development, 4 (10), pp. 79-93. Available at: https://doi.org/10.26661/2522-1566/2019-4/10-07 where R ijrank of the assessment given by the I expert to the j object The average value of the sum of the grades of estimates for all factors of enterprise readiness is determined by the formula (4): Distribution of factors of enterprise readiness for state audit according to the ranks is presented in (Table 5). Source: Developed by the author based on the materials (L. Dovhan', L. Veduta and H. Mokhon'ko, 2019).
According to the results of the distribution of factors of readiness of enterprises for state audit by rank presented by rank, the concordance coefficient (W) is 0.85, which indicates a high degree of consistency of expert assessments. Such results are characterized by a narrow professional orientation of the respondents.
Based on assessments of expert consistency, enterprises are not ready for the current audit for the availability of DSTU ISO 22000: 2005, nor documentary, nor physically. However, the complexity of implementation lies more in the documentary than in the physical nature, because physical deviations are easier to eliminate than to describe each stage of the movement of products from acceptance of raw materials to transportation to the consumer with a reinforced block of procedures and corrective actions. Transferring the results of the assessed factors into a percentage ratio, we compose the levels of unpreparedness of enterprises for state audit: 1) GP-1 = 15, 2%; 2) GP-3 = 19.6%; 3) GP-3 = 29, 2%; 4) GP-4 = 38.8%; 5) GP-5 = 50, 3%; 6) GP-6 = 57%.
Considering the physical condition, divided into subcategories of the audit checklist verification, we note the following: 1. Practical and documented management of the sanitary condition at the enterprise was implemented only in 15, 2%.
2. Practical and documented management of KKT in the production of products was implemented in only 19.6%.
3. The practically eliminated and documented presence of cross-contamination points was realized only in 29.2% of enterprises.
4. Practical and documented safety management of transportation of raw materials and finished products was implemented only in 38.8% of enterprises.
5. The practical elimination and documentation of unsafe factors of the external production zone, 50.2% were implemented 6. Practical elimination and documentation of unsafe factors of the internal production zone, implemented only in 57% of enterprises Thereby, the business sectors that deal with the processing, production, transportation of raw materials and products will receive a warning from the inspection authorities in the presence of documentary and physical deviations and a period for their elimination within two months.
Upon the expiration of this period and the presence of the same deviations, the company will be guaranteed to be fined from 15 to 30 minimum wages and will risk getting a ban on the production of finished products and will be forced to withdraw the product from the market until the identified violations are eliminated.
The HACCP system is based on the principles of consistent implementation and tools for successful management of product quality and safety in the enterprise.
An important factor is the management of sanitation at control points, with sufficient fulfillment of the conditions of the product safety management standard in accordance with DSTU ISO 22000: 2007 (HACCP).
A key step in implementing HACCP is the creation of a HACCP team, to successfully complete the remaining steps. Definitely, the future team will face many difficulties going through the steps of describing the product and the requirements for its production.
One of the most difficult tasks is hazard analysis and the construction of critical control points. Having built critical control points, it is necessary to understand whether there is a possibility with the possibility of their control or whether it is necessary to carry out the correction of an uncontrolled critical control point. It is also necessary to monthly carry out the verification process of control critical points, on the fact of confirming the controllability of the control critical point.
Having verified the critical control points, it is necessary to conduct a validation process and document the established procedures for the fact of system control of the CCP.
Adaptation of the implementation process using the PDCA principle, is formed taking into account the conditions for practical and theoretical audit of enterprises for the presence of HACCP criteria is shown in Fig. 1 (Akash, Rajendra, 2017;N. Hurzhii and K. Vorobjov, 2018) Ultimately, based on adapted steps using the principles of PDCA, fig. 1, we have the opportunity to build a movement profile of the raw materials of the control critical points of the coffee production enterprise, which in theory understands the importance of implementation and is aimed at making a profit, but has not implemented the principles, and has a small share of manufacturing defects and a high level of product complaints.
However, to build a profile, it is necessary to draw up a risk assessment scale for assessing the occurrence and danger of identified risks (Table 6) and a scale for assessing the severity of harm to human health (Table 7).   (3) 3 (Average) 6 (Average) 9 (High) Average (2) 2 (Low) 4 (Average) 6 (Average) Low (1) 1 (Low) 2 (Low) 3 (Average) Source: Developed by the author based on the materials (Akash, Rajendra, 2017;N. Hurzhii and K. Vorobjov, 2018) To determine the hazardous areas of the coffee production enterprise, we will use the scale for assessing the occurrence and danger of identified risks ( Table 6). The appearance of hazardous areas is associated with the occurrence of hazardous factors that increase the severity level inflicted on the human body based on its properties. Hazardous factors are divided into: 1) biological factors appear as a result of infection of the raw materials with insects, larvae and other elements of the vital activity of insects, fungi, microorganisms, which ultimately cause poisoning; 2) physical factors are manifested as a result of contamination of raw materials with garbage, dust, metal elements, stones and, of course, cause damage to raw materials and damage to internal organs of a person; 3) chemical factors are manifested as a result of excess of the chemical solution during harvesting and in the event of a transfusion into a chemical solution on raw materials, which ultimately will cause poisoning or death.
We adapt the scale for assessing the occurrence and danger of identified risks. Tab. 6, to build a scale for assessing the severity of harm to the human body based on the identified hazardous factors in (Table 7):  (3) 3 (Average) 6 (Average) 9 (High) Average (2) 2 (Low) 4 (Average) 6 (Average) Low (1) 1 (Low) 2 (Low) 3 (Average) Source: Developed by the author based on the materials (Akash, Rajendra, 2017;N. Hurzhii and K. Vorobjov, 2018) Based on the obtained scales for assessing the occurrence and danger of identified risks (Table 6) and assessing the severity of harm to the human body (Table 7), we construct a profile of the movement of raw materials at critical control points at which the product loses its ability to satisfy consumer requirements and is harmful to human health (N. Hurzhii and K. Vorobjov, 2018).  Table 8 continuation on the next page Vorobiov, K., Hurzhii, N. and Lysenko, M. (2019) "Safety of coffee production as the main competitive advantage of the company in the market", Management and entrepreneurship: trends of development, 4 (10), pp. 79-93. Available at: https://doi.org/10.26661/2522-1566 89 Source: Developed by the author based on the materials (N. Hurzhii and K. Vorobjov, 2018) Analyzing the profile of the movement of raw materials on the KKT in Table 8 hazardous areas are the roasting and packaging areas for roasted coffee and the packaging area due to physical waste entering the green grain sorting area. No less safe zones are: sorting, since this zone is a spreader of dust and other elements that are part of biological and physical hazards. The reception and shipment zone of the finished product due to the possibility of the formation of fungi, which are biological hazards due to the excess moisture content in the raw materials stored in the storage.
Let's compose Table. 9 with identified conflict zones in the coffee industry based on the movement profile at control critical points in Table. 4. based on the severity parameters for health and the identified factors that, in the first place, affect the safety of products by the entry of waste elements into raw materials and finished products (N. Hurzhii and K. Vorobjov, 2018). This fact occurs due to the close location of the sorting equipment with the reception and dispatch areas of raw materials, the parking of packaging materials, which in turn initially affects the inconsistency of the manufactured products to contamination even before roasting green coffee beans. Table 9 Identified conflict areas and recommendations for correction

Title
Enterprise model "Typical" Factor 1. Zone of reception and shipment of finished products The conflict of zone 1 with zone 3, 9, the constant risk of contamination of raw materials during transportation to the warehouse. Reconstruction of the pockets of the movement of raw materials and finished products is required.

Raw materials storage
Conflict with zone 9, on the way to send raw materials to the sorting zone. Change the location of zone 9. Biological

Green Coffee Sorting Area
There is no conflict if zone 3 is transferred from zone 4, at least 6 meters. When identifying conflict zones by the example of a coffee enterprise Tab. 5, despite the absence of cross-contamination at the manufacturing plant in zones 5 through 7, the product produced has already come under the influence of polluting physical factors. Regarding zones 1, 2, 3, 8, 9, they do not fully comply with the declared requirements of the standard DSTU ISO 22000: 2007 (HACCP), due to the contaminated product. Therefore, recommendations were given for eliminating pollution zones of finished products by moving current equipment, wall ceilings and building new pockets of material flow.

CONCLUSION
Today, the food industry is one of the most significant sectors in the global economy. However, in Ukraine there are number of problems that hinder the implementation of food safety management standards. The main problems that need to be managed are: the reluctance of company owners to implement quality management standards and product safety management, ineffective warnings and penalties from the state, staff who do not want to adhere to the rules and standards. Therefore, we have developed a step-by-step practical adaptation of the implementation of HACCP, based on the PDCA principle, which, in turn, is a recommendation on the initial elimination of identified conflict zones. A survey was conducted among 25 experts, in which the factors of readiness of enterprises for state audit were classified based on the value of consensus of 0.85. As well as systems for assessing hazardous factors that can cause irreparable harm to the human body with further recommendations for local and low-cost elimination are developed, and a profile of the occurrence of critical situations on the KKT is constructed.
The recommendations provided for the implementation of XACCP will allow the future Ukrainian coffee producer to enter the foreign market and increase the export volume of finished products. Thus, all regional production chains should strive to implement the HACCP food safety control system (DSTU ISO 22000: 2007), as the companies that implement this system will have great advantages over competitors in the market.