This study was intended to frame current changes of farms and consumers in the new virtual contexts. This research analysed consumers' different purchasing attitudes in a traditional or virtual context. Here, we presented the first results of an in-progress research that may explain the new strategies and modalities of farms to join the new marketing and meet the new consumers' demand, by means of different tools and media. In Italy, the development perspectives of the online selling process for the organic farm appear to be very interesting because it may represent a tool to integrate the relationship with customers and improve company's marketing strategy. The research carried out on the direct selling online channels allowed proving a direct and indirect utility for quality agrifood products. Information obtained has helped leading companies towards a correct communication strategy in the different environments, traditional and virtual, also considering the impact of social media.