The purpose of the article is to substantiate a methodology and assess investment attractiveness of agricultural products from the point of view of a potential investor on basis of generalizing approaches to determining investment attractiveness of agricultural enterprises. Research methods. In the research process were used the following scientific methods: dialectical method of scientific cognition; analysis and synthesis; systemic generalization for generalization of approaches to definition of investment attractiveness of agricultural enterprises and formation of conclusions; point method for assessing investment attractiveness of agricultural enterprises. Research results. Approaches to determining the investment attractiveness of agricultural enterprises from the point of view of a potential investor were reviewed and summarized. Criteria and methods for assessing investment attractiveness of production of agricultural enterprises were substantiated. Investment attractive types of products of agricultural enterprises of Ukraine were determined. Elements of scientific novelty. Based on generalization of approaches to determining investment attractiveness of agricultural enterprises from perspective of a potential investor, new approaches to assessing investment attractiveness of agricultural production were substantiated, criteria for assessing investment attractiveness of agricultural products, which mostly reflect motivation and interests of investors, were substantiated. Practical significance. Conclusions, suggestions and practical recommendations, as well as the proposed methodology for assessing investment attractiveness of agricultural enterprises, can be used to identify investment-attractive types of agricultural products when developing and implementing investment programs and projects. Figs.: 3. Refs.: 11