In the last years, the land devoted to organic farming has dramatically increased both in Europe and Spain, although its market share is still marginal in relation to the total cultivated area. In general, main challenges faced by organic farming are: consumer's acceptance, marketing shortages and much higher prices than conventional products. Past studies have mainly focussed on the consumer side while only a few exist on organic producers. This study is focussed on the producer side and its main objetive is to analyse main farmers' reasons for conversion to organic production as well as to improve knowledge on their own future perspectives. This information is finally used to segment and characterise organic farmers the leaves or with the diminution of chlorophylls.