The aim of this paper is to identify guidelines for creating a marketing mix applicable in organic production in the Republic of Croatia. The results obtained by testing two hypotheses between consumers (N = 749), producers (N = 236), and merchants (N = 2) were examined and analysed by descriptive statistics, both parametric and non-parametric tests, to recognise the statistically significant correlation between the attitudes and opinions of consumers and producers regarding their sociodemographic characteristics. Croatian consumers are moderately familiar with the offer of organic products. They do not know the legal regulations, but they consider the health aspect, good quality, taste, and locally produced products to be the most important characteristics of organic products. They are willing to pay a higher price and usually purchase at city markets, although they consider organic fairs the optimal place to buy. Producers consider farm gate sales the optimal point of sale, while they consider organic fairs and online platforms the best places to promote organic products. Producers believe that product quality, oral recommendation, taste, and market availability influence the sale of organic products. They see oral recommendations about product quality and joint performance in the market as the most important factors affecting the competitiveness of organic agriculture. Merchants believe that the limitation in the presence of domestic organic products on the shelves is the insufficient and unstable supply of domestic organic products and the unwillingness of producers to adjust to market requirements and expand the product range. There is a gap between the market's needs and the producers' willingness to adjust their production, which can be bridged by education, information and a stronger connection of all participants in the organic supply chain, to which institutional support would contribute—the kind of support which would evaluate the contribution of organic agriculture to overall sustainability. The contribution of this work is to support the sector of organic production and trade in planning marketing activities and to support policy makers in planning the promotion of organic agriculture.