Organic agriculture is a significant factor in sustainable development, and the production and marketing of organic products tend to grow steadily. The main goal of organic farming is to produce high quality food in precisely defined conditions. There are great untapped potentials for the development of organic production in Šumadija, thanking to suitable climatic and agroecological conditions, knowledge and tradition. The aim of the paper is to investigate the importance and value of organic products according to the opinion of consumers of the Šumadija region, their buying habits, and the source of information about organic products. The results show that the consumers are not buying enough organic food, but understand its role in reducing health risks. The general conclusion is that the development of organic production depends on knowledge, awareness of the need to conserve natural resources and the environment, as well as economic factors and incentives for organic production.