The organic industry is currently worth an estimated $23.6bn and the OTA said the campaign aims to reach more than 25m consumers in 2009 across North America.

Laura Batcha, marketing director, OTA, said: “OTA's massive new marketing campaign will heighten awareness, enthusiasm and active support for organic products, and will help ensure that organic sales continue to grow.

"The organic industry is destined to reach a whole new level in the year ahead. More consumers than ever will be using organic products in their daily lives."

The Organic Trade Association (OTA) is the membership-based business association for organic agriculture and products in North America. Its 1,700 members include growers, shippers, processors, certifiers, farmers.