The essence and significance of business models as a tool for correction of market strategies of enterprises are considered. It has been determined that a business model acts as a connecting link between the factors of internal and external environment of the enterprise in strategic management. Business model describes the mechanism of functioning a certain business, which includes the processes like attracting resources and business partners, creating value proposals, promoting a product at the market, establishing interaction with various client groups. By using the Business Model Canvas sample, a modern business model of the wholesale agricultural market “Shuvar” is described. The research defines main characteristics of the “Shuvar” business model, in particular a comprehensive value proposal, a wide range of partners and clients, diversification of relations with customers and developed communication channels. Generally, it ensures effective economic activity of the enterprise at the regional food market. The “Shuvar” market business model combines two main formats – B2B and B2C. A wide range of services, organized according to the European trade and service standards, defines the basis of the value proposal of the “Shuvar” market business model. By using the sociological method, some advantages of the market business model, as well as, factors of customer loyalty were analyzed. The customers’ opinions about directions to improve the “Shuvar” market activities were clarified. The strategic development goal of the “Shuvar” market is to transit to a full-fledged wholesale and intermediary format of activity (B2B) in compliance with the European principles of the wholesale food trade organization. The main directions for improving the business model of the wholesale food market include increasing the share of wholesale operations, improving communications and expanding cooperation with the main groups of customers, organizing food auctions, integration and cooperation with agricultural producers and trade structures, implementing the innovative development strategy, forming an own network of local wholesale markets.