The purpose of the article is to deepen the human-centric approach to managing competitiveness of agricultural enterprises. Research methods. In the research process the following methods have been used: the monographic method for analysis of the evolution of scientific achievements of Ukrainian and foreign scholars on the problems of using the human-centric approach in managing enterprise’s competitiveness; the abstract and logical method for theoretical generalizations and formulation of conclusions. Research results. It has been deepened the human-centric approach to managing competitiveness of agricultural enterprises taking into account interests of the main subjects of competitive process, namely consumer, entrepreneur, employee, standard developer, in their own development. Its implementation is a competitiveness indicator, components of which reflect an interconnection of human development processes with maintenance of a market share and economic performance of agricultural enterprises. Elements of scientific novelty. It has been deepened the human-centric approach with an expansion of its scope to the issues of competitiveness management in agricultural enterprises. Practical significance. Introduction of the human-centric approach to managing agricultural enterprises' competitiveness will have significant advantages in a long run, in particular: formation of competitive advantages in the market of agricultural products, introduction of information technologies, rural development, solving of environmental problems, self-awareness and creative development of Ukrainian citizens. Tabl.: 1. Figs.: 1. Refs.:11