Purpose -The purpose of this paper is to obtain information to characterize potential trainees seeking training programs about organic farming in the form of mobile learning. This information is expected to allow for establishing a set of guidelines to design mobile training opportunities that could match the potential clients' wishes. Design/methodology/approach -For this survey an on-line questionnaire was used, translated into the languages of the participating countries (Portugal, Spain, Slovakia, Hungary, UK, Italy and Turkey), and in the end 133 consented valid questionnaires were obtained. The data analysis was made with SPSS and included basic descriptive statistics, crosstabs and χ 2 tests, considering a level of significance of 5 per cent. Findings -The results obtained in the present study indicate that designing training programs in organic farming for a wide target population should attend to the differences between countries, which showed to significantly influence the preferences of the possible clients for this type of training.