Organic agriculture (production) is usually defined as encompassing system of managing farms and food production that combines best practices to preserve the environment, biological diversity, the application of high standards of animal welfare, taking into account socio-economic, geoclimate and cultural features of the local area. In sociological terms organic agriculture is a worldview, a lifestyle that seeks and aspires to sustainable development as a fundamental orientation. Comparative advantages of organic agriculture from the perspective of sustainable development and the related system of values, lead to increased interest of manufacturers to engage in organic production. The study presents the results of empirical research conducted in three selected family farms in Virovitičko-Podravska County, which have been earlier engaged in the production of tobacco, and now in organic farming chamomile. The main objective of the study was to establish which the socio-cultural, economic and environmental motives led producers to reroute from conventional to organic production and how they see the future development of organic agriculture in Croatia. In the analysis we used the national and international literature and data collected by interview. Growing tobacco is more demanding, the use of pesticides in tobacco is disastrous, that moment when the tobacco income was equal to income of chamomile producers abandon tobacco growing and switch over to the cultivation of chamomile. But regardless of the reasons given, one of the main conditions was to decide for one branch. There was no opportunity to deal with at the same time production of tobacco and chamomile because in this way the rules and regulations, policies and measures related to organic farming chamomile are violated. With research, obtained knowledge is that the respondents prefer their current selection, and see the future in the development of organic agriculture in Croatia, they would recommend others to switch to organic farming chamomile and see a encourage in their children that they will one day continue to follow their parents.