Packaging is the link between the customer and the product, contributes to the customer's impression, can serve as a deciding factor in the purchase and impulsively affect the consumer. In the first part of the paper, I explain about packaging as part of a marketing strategy in agricultural production, historical development, properties of packaging and functions such as security, sales, economic, distribution and useful. Marketing strategy as a concept of certain stages of sales and an important factor that attracts the attention of end consumers. I also list here the marketing strategy levels that exist through the corporate levels,4 which decides whether to make an acquisition on our business, and whether to invest in new businesses. At the strategic unit level, it is decided which and what products to offer to each target market, how to achieve and maintain a competitive advantage. In this paper I state that the key to the entire business is the customer, that is, the orientation of the business entities towards the customer, in order to meet their needs. Marketing plays a big role, which clearly sets goals and seeks to achieve the desired reactions to newly created products launched on the market. In the following, I explain how packaging affects products. I state its functions; ecological characteristics of the materials of which it is made, forms, influence of the market on packaging, and activities of the company in discarded solving packaging. The aim of this paper is to present packaging as part of marketing and a very important element in sales, and how packaging and its appearance affect the sales of products. The survey was conducted by the method of internet questionnaire in the Republic of Croatia.