Even though consumers have different understandings about what organic food may contain and what the regulations on their productions are, the demand for them is growing. The changes on the organic produce market are happening mainly at the aspect of informing the consumers about organic produce and farming and their buying and consuming behaviour. In this paper we wanted to research how knowledgeable the respondents of the survey are about organic farming regulations, organic produce labels, which label they trust and whether they know who actually controls and checks the organic farming regulations. 286 people participated in the survey, 209 female and 77 male. Young adults from 21 to 40 years of age prevailed in the survey (71%). We have found out most of the respondents know the national organic produce label, 75% of them have the objective knowledge of the label regulations they have listed at least two correct organic farming regulations. The respondents feel the most important fact when buying organic produce is for them not to have any artificial additives, they have especially pointed out colouring, aromas and preservatives. They did not stress the high prices of organic fruit juices. For further research we suggest looking into how different organic labels effects consumers’ purchase intention.