The increased environmental awareness and health concerns lead to a higher demand for organic food. Organic agriculture is an integrated system of agricultural management that promotes the natural activity of the soil, ecosystem and people, ecological processes, biodiversity and natural cycles. Available statistics show that about 37 million hectares in 162 countries around the world are under organic breeding; the proportion of surface area and number of organic farms are continuously growing. Despite its rich natural resources and predispositions that Croatia has for organic farming, the market of organic products is still in development. there are 2,194 organic farmers, and 50,054.22 ha registered agricultural land. The key for the growth of the organic food market, along with informed consumers, is the distribution of organic products. The analysis determined that in Europe the dominant distribution channels are the traditional, as well as the independent retailers and direct sales. For Croatia, the analysis shows that organic products are sold in supermarkets, where local organic products can rarely be found. In the end of the paper, the SWOT analysis shows the direct and indirect sales of organic products in Croatia. In the direct sale, it is expected that the product is 100% of domestic origin and the farmer sells his high quality products during the season. While in the indirect sale, the farmers have to be in trend with the offering of organic products in order to break through into the large retail chains.