The aim of this paper is to present the marketing challenges faced by companies in the food industry and to illustrate the methods they employ to attract the attention of potential customers. Various scientific research methods such as analysis and synthesis, induction, deduction, description, and classification will be used in the process of creating this paper. The data sources used for this research include books, textbooks, and articles closely related to the research topic, in order to provide necessary information for a detailed analysis of the subject and to support the presented claims. In the context of food producers, despite their adaptation to organic production, they encounter challenges such as the inability to achieve completely organic production and the high prices of such products. Ethics and business should go hand in hand, and organizations that base their operations on ethics create a positive image, strengthen stakeholder relationships, and improve internal climate. Marketing professionals specializing in the sale of organic and healthy food are highly respected. Managers in such fields need to consider different cultures and adapt to their requirements. In today's rapidly changing business environment, companies cannot overlook international trade. Ethical issues arise when making decisions about pricing, distribution, and promotion. Consumers hold different viewpoints regarding a company's business activities, and ethical business practices have a long-term impact on business success. Business ethics play a crucial role in building an organization's reputation, influencing public opinion, and determining a company's success. It is important for companies to conduct business ethically and consider the interests of all stakeholders and the society in which they operate.