The European Commission has published the EU Organic Action Plan for 2021-2030. As part of the Farm to Fork Strategy, the Action Plan aims to increase organic agriculture in the EU and to have at least 25% of the EU’s agricultural land under organic farming by 2030. To reach this objective, the European Commission aims to boost consumption of organic food in the EU and stimulate conversion to organic farming. The Action Plan is also intended to increase the contribution of organic farming to the sustainability of the European agriculture sector. Success of the Action Plan will depend on implementation at the Member State level and how the Member States encourage increased production and promotion of organic products as well as consumer willingness to buy organic.