Organic farming is a method of agricultural production whose goal is to produce food using natural substances and procedures, thereby satisfying the single market and responding to consumer demand for organic products. The development of organic awareness and the need for the consumption of organic agricultural and food products has led to an increase in the demand for organic produced food. Data show that in Europe there are over 420,000 organic producers and about 85,000 processors, while in the Republic of Croatia in 2022, 6,132 producers and 380 processors were registered. The choice of distribution channel is of great importance for the sustainability of supply chains of organic products, while in the Republic of Croatia the emphasis is placed on small organic producers. Organic producers can market their products through various direct distribution channels, such as sales at farms, markets, fairs, directly to the customer (box scheme), sales through solidarity exchange groups, etc., and through indirect distribution channels, through wholesale or retail. Previous research has confirmed that the Croatian organic food market belongs to a new market category, and that it is still underdeveloped in terms of demand, where organic food is still mostly sold through direct distribution channels and much less often through retail. Therefore, the aim of this paper is to examine the perceptions of EPPP producers about the advantages and disadvantages of selling organic agri-food products through retailers. The conducted survey as well as the analysis of the obtained data determined that the biggest advantage of selling through dealers for EPPP manufacturers is market expansion and increasing the number of customers, while the biggest disadvantage of selling through dealers for EPPP manufacturers is unfavorable purchase prices.