The aim of this work is striving to achieve a viewpoint on cherry marketing channel structure, as well as to disply the lackings of its organization. Merchandise structures of basic food and agricultural products are differ in marketing channel organization. This leads to the necessity of viewing the specificity for each agricultural product. Also, the position of marketing channel in marketing strategy of agro companies is established. Preconditions are defined for successful create of cherry marketing channel with examples from business of Jugoprom d.o.o. enterprise and Arilje Cooperative.