Abstract
The primary objective of the article was to delineate the role and diversity of the ‘About Us’ pages on the websites of online food retailers. The research employed the content analysis method, allowing for identification of the content variables on the studied pages, along with an analysis of their frequency and occurrence. The findings revealed that the utilisation of ‘About Us’ pages is prevalent in organic food online stores. These pages exhibit a diverse range of content, primarily centred around promoting the offered products and conveying the values associated with a healthy lifestyle and nutrition.