For wheat, organic production represents an expanding value added market. However, few wheat breeders are developing cultivars ideally suited for organic production systems. In the USDA-University of Nebraska collaborative wheat improvement program, we have recently initiated an organic wheat breeding effort. We view this effort, with its emphasis on premium grain quality and disease and insect resistance, as complementary to our wheat breeding program for conventional production systems, with its emphasis on agronomic performance and the use of pesticides and synthetic fertilizers. Clearly the breeding objectives for organic and conventional production overlap, so breeding for both organic and conventional production systems can be done in early generations coupled with different selection environments in the later generations. Our approach and how we have modified our breeding effort to accommodate the needs of organic and conventional producers will be discussed.