In the Netherlands, the demand for organic food is on the rise. The organic food chain is characterized by small scale production and has developed independently from conventional food supply chains. The rising demand of organic food confronts the small scale organic sector with logistic challenges. By means of a case study at a wholesale firm this articles has analyzed logistic key issues and provides solution strategies to improve logistic performance. Route optimization and performance management are evaluated ex-ante, by means of a cost benefit analysis, as most promising solution strategies to implement. These improvements seem to have a positive effect of the operational logistic and purchase performance of wholesales. Follow-up studies could evaluate ex-post the effects of the executed solution strategies.