The objective of the paper was to depict issues referring to organic product, to present changes in perceiving it, and to show the importance and development potential of the market for organic products in Poland after its access to the European Union. The basis of the paper developed was the analysis of such problems as: product quality management, defining the ‘ecological product’ term, presenting legal regulations in this range, characterizing the organic products market, and showing the importance of brand name with for the market development for organic products regarded as a chance for the Polish agriculture.