Thanks to the Organic Trade Board’s month-long promotion in May targeting London shoppers, 95 percent of organic shoppers who recalled campaign materials reported they intend to buy organic within the next two weeks. Furthermore, the on-line retailer mySupermarket.co.uk reported that organic product sales by volume were up 4.8 percent over the previous month, and the campaign boosted organic market share for those products featured in the ads (carrot, apple, chocolate). Meanwhile, the Soil Association will once again use the ‘Small Change, Big Difference’ theme for the upcoming Organic September campaign. In addition, Organic September will focus on beauty and textile products from Sept. 8-14 to increase awareness of organic health and beauty products.