The effect of the organic production (OP) system on the qualitative characteristics and consumer perception of poultry meat is reviewed in the following paper. Age at slaughtering, genetic strains (fast- and slow-growing), physical activity, and pasture intake are key factors in determining meat quality. In conventional farming, fast-growing chicks are generally used, but these are not suitable for OP, since they may develop health and welfare problems, the most recurrent of which are leg disorders and lameness. Conversely, use of slow-growing strains in OP has positive repercussions on both animal welfare and product qualitative characteristics (eating quality and appearance) perceived by consumers. From the published data it can be concluded that organic poultry can be a viable production method, especially if suitable changes in EU Regulation. 1804/99 are made. The market opportunity for both organic and free range poultry products does not yet seem to be fully developed. We suggest that structured integration between production and consumption stages could resolve this problem.