The aim of this article is to throw light on how marketing strategies are imbedded in the overall strategy of cooperative firms involved in organic agriculture. Through in-depth interviews with CEOs from 7 Dutch agri-food market-driven cooperatives, it was determined that: the theoretical taxonomy of strategies matched quite well with actual strategies. Dutch cooperatives involved in organic activity use a mix of marketing planning elements and they develop generic competitive advantages in the form of specialisation through very selective market segmentation.