US organics group The Organic Trade Association (OTA) is to launch a marketing campaign in a bid to educate consumers about the benefits of organic food.

The initiative will include a 'Go Organic for Earth Day' programme to generate trial and purchase of organic products, and a 'Go Organic for Back to School' sales promotion.

Advertising will involve the revamping of the OTA's website and the sponsorship of consumer events.

"Never has there been as much evidence backing the benefits of organic to public and environmental health, as many organic farmers on the land, and as many educational programmes preparing a new generation of organic farmers," said OTA executive director Christine Bushway.

"But never in recent years has there been as high a level of consumer spending confusion and concern. The role of this campaign is to set the record straight and help consumers make the educated choice."