Sustain, the umbrella group for progressive food and farming organisations, is co-ordinating the £1m campaign. It is the first time the group has turned to advertising to promote its message.
However, Sustain needs to raise £500,000 from its member organisations by October to receive the same amount of money from the European Union. So far the group has secured just £151,000, but says it is confident of obtaining the full amount.
Once the necessary funding has been raised, Sustain will put the brief out to tender. The campaign will comprise TV, press and digital advertising, with related PR activity.
Sustain's equivalent organisations in most other European countries have run similar pro-organic campaigns, which have been part-funded by the EU.
The organic food sector in the UK has recently received a double-whammy of negative media coverage.
Earlier this month, the Food Standards Agency published a report that said organic food was no healthier than conventional produce. There have also been reports that Duchy Originals, the organic food brand founded by Prince Charles, is in talks with Waitrose following a sharp fall in profits.
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