The aim of this contribution is to put some evidence on the influence of external factors in the farm decision making, often crucial in leading technical and commercial development and in fostering the expression of social and environmental sensitivity. This paper explores the concept of “embeddedness” focusing on the institutional domain that should affect market strategies. By studying the market orientation of 53 organic farms selected in two Italian regions (Emilia Romagna and Marches), the relation between regional origins and business strategies were analysed with the purpose to indirectly assess the role of institutions in promoting the development of Alternative Food Networks.