This September, the Organic Trade Association is celebrating Organic Month with a festival, but not the kind that you might think.

On September 8, OTA launched “Organic-Palooza,” a 10-day social media extravaganza, to help promote the industry and set the record straight about organic products.

Sponsored by OTA and about 50 of its strategic partners, the campaign encourages members and consumers to take part in daily conversations and to share information about organics using the hashtag #OrganicFestival on OTA’s Facebook, Pinterest, and Twitter channels.

“We are very excited to be engaging our members and the public in such a creative and accessible way to answer questions about organic,” Laura Batcha, executive director and CEO of OTA, said in a statement. “Each day we’ll be focusing on one key organic topic in order to spark conversation and share as much knowledge as we can between organic news watchers and newsmakers and, ultimately, to help consumers make the best choices for their families.”

For example, for the topic “Organic Affordability,” people were invited to share recipes for budget-friendly organic meals, and for the “Where is Organic?” theme, people could share stories and photos of where they find organic products throughout their daily lives.

The campaign also featured five days of Twitter parties, cohosted by OTA and industry experts who answered questions about particular subjects such as organic textiles, busting myths about organics, and what organic means for kids.

Since it launched, “Organic-Palooza” has gained a fair amount of traction. OTA reported last week that almost 10 million people had either taken part in or been exposed to the campaign.

“Our aim was to spark a grassfire of conversation about organic during the peak of organic harvest month in September,” Batcha said. “And so far it’s being wonderfully successful.”

(Organic Trade Association)