As a result of climate change, excessive exploitation of natural resources, and environmental pollution special form of entrepreneurship arose, green entrepreneurship. Green entrepreneurship, as such, deals with the realisation of entrepreneurial ideas that do not have a negative impact on the environment while at the same time being financially sustainable. One type of green entrepreneurship that stands out is ecological agricultural production. Conventional agricultural production has led to major environmental problems, such as acidification of soil, decline in humus content, residues of pesticides and heavy metals in the soil, and disturbance of human health. Taking these into consideration, a different approach to agriculture called ecological agriculture is being used. Ecological agriculture as a way of production that does not use artificial fertilizers and pesticides contributes to the preservation of the environment but also to human health. Such agricultural practice has an increasing growth rate in Europe as well as in the Republic of Croatia. This paper describes the situation in agriculture in the Republic of Croatia, with an emphasis on ecological agriculture. Also described are the strengths and weaknesses of this mode of production. The research that was done via questionnaires towards ecological producers in the Istria County resulted in data on the market, product placement, subsidies, and ecological product prices. The conclusion was generated that, although there are still some problems, primarily in chaos in the market and low incentives, it is still worthwhile to become an ecological producer.