The work analyzes the potential of "green" marketing in the Latvian food companies. Current macroeconomic situation is overviewed in the analytical part of the article, with help of statistical, SWOT and PEST analyses, as well as the current Latvian eco-food market. It is found that companies may use "green" marketing for gaining a competitive advantage. The appropriate literature is overlooked in the theoretical part, and based on that and common sense a "green" marketing model is worked out, which comprises the consumer, the company, and the product, as well as analyzes their interactions. The work sees the utilization of the model in practice for a real company; consumers' attitude and wants towards the "green" food products are determined.