We can well state that there is an increasing interest for organic food and the central theme for it circles around environment and health. No one can escape the fact that organic alternatives are on the market. Our informants, disregarding ethnicity, socioeconomic background and education, have all a relative good knowledge of what organic food is and what it is considered to be good for. Health and environment are fundamental ideas since the informants discuss these issues automatically. But having dealt with this theme, thoughts and behavior exceed to other topics in which the phenomenon ”organic” can be explored in a more profound way. Inculture will under this following year investigate what satisfaction (immediate meaning) organic products really give the consumers.