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Little is known about role marketing towards sustainable agriculture. This study seeks to contribute in the literature of marketing in public sector agri-organizations. The primary objective of this paper was to explore the role of marketing in the development of organic agriculture policies and practices. Based on qualitative research method, using a case study approach, data triangulation was applied to validate the findings. Interviews were conducted in six federal government agriculture institutions. The results indicate that Pakistan could not materialize its potential of organic agriculture. Apart from that, several barriers in the development of organic food policies and practices were also revealed in marketing context. These include insufficient marketing experts, lacking in marketing boards, inadequate marketing communication, ineffective strategic marketing planning, insufficient marketing, and consumer research. The findings of this paper recommended that marketing can contribute significantly to assist policy makers in adapting realistic and rationale approach towards developing organic food industry in non-regulated markets generally and in Pakistan particularly