Those shopping for organic items favor farmers' markets over supermarkets and specialty stores, according to a study. Farmers' physical presence serves as a guarantee of quality and authenticity to consumers. Trust in the producer and the farming enterprise drives buyers toward farmers' markets. In Italy, an average of 360 tons of organic products are purchased daily at these markets. One-third of this consists of fruits and vegetables, which top the list of the five most sought-after items. They are followed by fresh pasta, eggs, cheese, olive oil, and honey. The total value of domestic purchases of organic products is 3.8 billion. Italy leads the EU in organic farming, with 84,191 farms, twice as many as Germany and one-third more than France. Organic operators have increased by 70% in the last ten years, reaching 94,441. Organic farming has expanded to 2.5 million hectares, accounting for one-fifth of the country's agricultural land.