This study is an analysis of the conditions, needs and opportunities for application of marketing principles in the Polish agriculture sector. A concept of strategic and operative marketing operations has been drawn up based on the general rules of marketing theory. Modification of the marketing instrument has resulted from the analysis of the nature of production process, product itself as well as that of the agro-food market. The quality, distribution, co-operation of producers in the market, effective price policy, promotion have been recognised as the most important factors in the ranking of instruments affecting the target market.