Concerns about the quality of food stimulate the grow of organic products market. In extreme South of the Santa Catarina State, Brazil, family farmers are seeking the development of organic crops and as well as greater market share. There are cooperatives of farmers, but still in a fragile way – i.e. they fight for visibility of their products. The aim of this article is to analyze the main consumer motivations of organic products. We used the means-end chain theory, which covers, for example, the relationship between concrete attributes (product appearance), abstract (taste), psychological factors (feelings), instrumental values (longevity) and terminal values (tranquility). We developed a questionnaire, which reached 165 respondents. The main findings as follows: organic fruits (131 choices) and vegetables (123) account for the highest consumption - main barriers: high price (103), lack of variety (50) - principal attributes: "no pesticides" (118) - top consequence "food security" (98) - most important value: "improve the quality of life" (126). In the perception of the respondents it is crucial to obtain information about the nutritional values (96 choices), and sale points of the organic ones (84). However, we have developed a blog to disseminate quality information about organic products and their health benefits as well as the preservation of the environment. There is an app, which was developed by professors of our university in partnership with an external professor, that would provide the location of organics sale points, in the region.