Croatia disposes nearly 3 000 000 ha of agricultural fields, but only 1.500 000 ha is being yielded. The production of herbs in the districts of the Adriatic part of Croatia has a huge potential, especially when it comes to fruit and vegetable cultures, which are fundamental for the production of autochthonous products, for example tangerine in the Neretva delta as well as different kinds of curative and aromatic plants (sage, lavender, rosemary, arnica, immortelle, etc.). A big problem of this region is an insufficiently organised production as well as refinement of fruit and curative and aromatic plants, insufficient use of biological potential of specific fruits such as Neretva’s tangerine which has assigned authenticity, due to its specific physical and chemical characteristics. Generally, biodiversity in the herbal sector of the Adriatic part of Croatia represents an admirable raw material base for the development of the concept of functional food and the advancement of the existing conditions for refinement of fruit and curative and aromatic plants, as well as more contemporary access and production by the help of new technologies. Cooperative organisations should have an important role when it comes to organisation and concentration of production. It should also encourage an innovative access to the exploitation of biological potential of herbs in the coastal area of the Republic of Croatia, develop products with additional value, new and functional products, develop concepts of new products with Mediterranean omen and generally develop competitiveness of primary agricultural production which should be followed by nutritional and adaption industry as framework for economic development of whole region. Except for inshore tourism, there is a great potential that lies in the development of agriculture as strategic economic branch, especially the one in connection with autochthonous products. Organically produced food that has autochthonous characteristics, belongs to the most ascending markets in Europe, and even at the time of economic crisis records a continuous increase in the world. Croatian entrepreneurs should take advantage of Croatia being a member of the European Union, with the aim of an easier use of financial resources from its funds. Consequently, our agricultural enterprise would be ameliorated and improved. Ecological agricultural producer Modro zelena zadruga is one of the successful models that witness that it is, founded on cooperative organisations, possible to reply on the market’s challenges and develop successfully without losing its identity.