The organic meat market in West Balkan Countries (WBC) is quite young, butsteadily growing. The aim of this paper is to better enable understanding of WBCconsumers' awareness, attitude and perception towards organically produced meat,i.e. to gain insight intoconsumers’ preferences, motives, attitudes and interest to buy suchproducts in selected WBC (Slovenia, Bosnia and Herzegovina, Montenegro andSerbia). This paper provides a comparison to the results obtained by researchersin other countries. A questionnaire was completed by 900 respondents, which wererepresentative of the WBC population. The data were subject to univariateanalysis, chi-square tests, ANOVA and correlation analysis. Result indicatedthat the definition of ‘organic’ is not yet clearlyinstalled in consumers’ perceptions. Consumers perceive organic meatas healthy, safe, natural, tasty, expensive, environmental friendly and of goodquality. WBC consumers express a positive attitude towards organic meat. Theseresults are particularly useful for product marketing and future productdevelopment in the organic food sector, as they provide an indication as how itcan better reach and satisfy existing organic food consumers, and possibly,adapt organic food consumers in order to attract new segments and a newgeneration of consumers.