About 70 years ago, machines and chemistry played an important role for human beings. That was the realization of harmonious life between man and machine. Now, the theme is realization of harmonious life between man and environment. We can witness irregularities regarding proper nourishment of population which affects the health and well-being of people in the world. Highly developed countries have problems in the area of rational consumption and health safety of food. In this paper authors analyze the actual condition of the problems concerning organic production in the world and EU. Also, they focus their attention on ecomarketing mix. Low wages and increased cost of living have contributed to continuous negative trends regarding nourishment in Serbia. Authors analyze market chances and barriers in Serbia in accordance with organic production. This paper will provide theoretical and practical contribution for those responsible to carry out adequate actions to improve organic production in Serbia.