This research fills an important literature gap in relation to the conceptualization of consumer trust in organic food as well as the empirical investigation of its’ antecedents. As for the former, the study identifies particularized, generalized and institutional organic trust as key dimensions of the organic food trust construct. Then examine how (i) how general and outlet-specific organic food consumer experience and (ii) personal values influence trust in organic products. Findings reveal that consumer personal values related to self-enhancement and self-transcendence are positively associated with trust in organic foods, whereas values related to security and openness to change show no relationship with organic food trust. Theoretical and managerial implications of the research findings are discussed.