The market for organic produce is growing even within developing countries, but it is faced with numerous challenges. It needs to be expanded to provide opportunities for a higher income among famers without them having to rely on the export market, which is often complex for smallholders. This study focused on the market for local organic produce in urban and semi-urban areas of Nepal to assess consumers’ attitudes, preferences, and willingness to pay for certified vegetables, the demand for which is increasing, especially in urban areas. By interviewing 60 consumers from each area, it was found that the organic market in urban areas is growing but lacks the authentication found in the local organic markets of other South Asian countries. Thus, formal certification should be considered to verify authenticity and thereby increase consumers’ willingness to pay. In peri-urban areas, even though organic farming is practiced as a group, the organic market is non-existent. Therefore, the market should be developed at strategic places through low-cost certification.