The purpose of the article is to characterize the key subjects of information and consulting activities in Ukraine. Research methods. As a theoretical basis of the article were used the dialectical method of cognition and the systematic method for characterizing key subjects of information and consulting activities in Ukraine and the provisions of normative and legal acts on the regulation of these issues. In addition, functional and comparative analyses were used in the research. Research results. The features for the provision of information and consulting services by subjects of consultation for agricultural producers and rural population of Ukraine were analysed. The economic needs of the main groups of agricultural producers and the corresponding requirements for information and consulting support were identified. Elements of scientific novelty. It was proposed to differentiate an approach to the characterization of the subjects of information and consulting activities, the total set of which in Ukraine has been generalized to the six most characteristic groups in the respective sectors, namely state, science and education, private, farmer organizations or producer organizations, non-governmental organizations, counselling and information and advisory services. Practical significance. Differentiated accounting of capabilities of entities providing information and consulting services will create prerequisites for increasing the social effectiveness of the Ukrainian counselling system. Figs.: 1. Refs.: 12