The article deals with the issue of identifying marketing models for the development of rural business in the organic food sector based on the similarities of EU national markets. The reason for this is the adoption of examples of good practice without taking into account national market specifics. The main objective of the article is to identify market similarities in the EU context using cluster analysis and to formulate framework recommendations for marketing practice. Applying this approach, the heterogeneity of the EU market in this area has been confirmed and eight groups of countries have been identified.