The Organic Trade Association (OTC) has announced the launch of an “extraordinary” consumer marketing and public relations campaign that aims to promote organic products among more than 25 million consumers across the US and Canada in 2009 alone.

“This unparalleled effort to educate consumers about the benefits of organic comes at an historic point of change for America,” explained Christine Bushway in a press release.

“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 programs preparing a new generation of organic farmers,” added Ms Bushway, who assumed her position as executive director of the OTA in September.

“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.”