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High prices are often quoted as an obstacle to consumer purchase of organic food products. This article investigates the market performance of organic food products at different price levels and whether high price is necessarily a disadvantage for organic food products, especially with regard to generating repeat purchase. Based on analyses of panel purchase data from 2011 in Denmark, the study explores the effects of production method (organic vs. conventional) and price on consumers’ repeat purchase and cross-purchase across four product categories: red meat, chicken, milk and hard cheese. Results show that a high price is a disadvantage for generating repeat purchase of organic food products. Although organic products enjoy higher repeat purchase than conventional products overall, a high price generates less repeat purchase of organic products than a low or a medium price in all product categories …