Producing Korean organic beef cattle costs a great deal because it needs breeding conditions like the organic feed, an uncontaminated breeding farm and so on. So the price of Korean organic beef (KOB) is more expensive than that of Korean general beef (KGB). To overcome this adverse price condition, a case production organization in Asan will choose direct marketing routes for consumers or the shop under direct management of the organization, or franchise shops. As a result, these marketing routes are expected to narrow the price gap between KOB and KGB. And consumers will accept the price of KOB if quality of KOB is very high level, for example the first grade++.