By increasing rice production significantly, green revolution has been the most remarkable technology in Asian countries. However, it also has negative impact on human health and the environment such as pesticide residues and land degradation. Entering the 21st century, people's awareness regarding the environment and nature has increased and a “back to nature” lifestyle has emerged. Therefore, organic farming, that does not use chemo-synthetic inputs, has become one of the alternatives, and through maintaining harmony with nature, it can be the means to achieve sustainable agriculture. The objectives of this paper are as follows: (1) to investigate the appropriate approaches for the development and extension of organic farming, (2) to give an overview of the process of organic farming development in case of West Java and North Sumatra, and (3) to investigate the importance of joint marketing of organic produce. A survey was conducted in August 2007 in North Sumatra and from May to June 2008 in West Java. Based on the study, the environmentally friendly organic farming can contribute to higher farmers' income. It must be noted that farmers can easily convert to organic farming as it is profitable to do so. However, it is not only the matter of production, but also the matter of marketing or selling the organic produce. Hence, the joint marketing practice that has been implemented by farmer groups in West Java and North Sumatra can be one of the ways to ensure the viable marketing of organic produce.