Management of the relationships with the buyers gives the company possibility to know it's buyers and to establish the sort of cooperation with them. Thanks to high technology and other qualities, new concept beggins with the stance that the value forms with a buyer. By studying the CRM we try to find out which products and services we can offer accorrding to the needs of the buyers and how to do that in a right time and in a right way. With that the company acquires satisifed, and in the end, loyal clients. For organization to be oriented to buyers, it needs to have data about their needs. The mark of the satisfaction of buyers can be given by using different approaches and models. Creation of the buyers value is the heart of the modern markenting thought and praxis. The goal of the research is to collect data, information, attitudes and thoughts about the subject of research (functional food) by using the qustionnaire and to find out which needs and how many of them do customers have. Production of the functional food gives a big potential to the growth of croatian economy. In that way the functional food doesn't represent only a brand, but also it becomes more and more the foundation of the modern food industry with the goal of satisfing even more demanding consumer. CRM strategy realizes the wishes of any person who ever found himself in the role of the provider, giving him the possibility to finally find out what the buyer wants, expects and what he's hoping for, so the provider in all off the terms can adjust his behavior