In the article we assessed consumers’ awareness level of organic products in Dnepropetrovsk region, Ukraine, in 2012. Based on 850 consumers’ responses we found that level of awareness of organics in Dnepropetrovsk region was high enough and exceeded the awareness level of citizens in France 2011. The most informed group of organic products were consumers aged 35 to 39. Almost 83% respondents of this age group were willing to buy organic products. Special attention we paid to potential distribution channels for organic products, among which the largest are supermarkets, specialty stores and food markets. We found, that increase of public awareness level of organic products in Dnepropetrovsk region affects positively consumers’ willingness to pay a premium for these products.