The development of the organic food market is a consequence of changes in the current consumption patterns and the supply increase. The article attempts to answer the question whether consumers and producers have the similar opinions linked to the determinants of choice and perception of organic products as well as elements related to their distribution and marketing. For this purpose, a survey was conducted among the participants of the Poznań Green Market. According to the conducted research, both consumers and producers equitably identify ecological products with high quality and health benefits. These features were also most often indicated as the main determinants of purchase of these products. The differences in the opinions of the surveyed groups concerned knowledge of the signs and places of purchase/offering of organic food.