The Campaign

The campaign will take a fresh approach to the promotion of organic food and farming, and will communicate the benefits organic production brings to society in simple ways.

It will inform consumers about why they should buy organic products - how to identify organic products, what organic standards say and what the benefits of organic food production are.

The campaign's vision is that, following the three year initiative, there will be a 15% increase in the volume of organic sales in the UK, per annum.

The target audience for the campaign will be the main shopper - women - aged between 25 and 54 as this sector of the population has the greatest potential for buying more organic products. Six million women in Britain are in this category.

The campaign will be a mixture of PR, advertising and on-line promotion. The steering group is optimistic that funds will be raised to make above the line advertising and on-line advertising a possibility for the first time.