The study identified prospects to the sale of organic fruits and vegetables in the opinion of retailers on the example of the city of Lublin. The study was conducted in 50 retail stores including organic food, “Healthy food”, fruit and vegetables as well as grocery shops and market stalls. More than half of the respondents (retailers) believe that the sales of organic fruits and vegetables will increase in the next years in Lublin. The most important factors conditioning the sales growth of organic fruits and vegetables in the opinion of Lublin retailers were: price reduction and broadening the scope of promotion campaigns. According to retailers, the greatest obstacle to the growth of retail sales of organic fruits and vegetables in shop is limited availability of these products.