The Soil Association has backed a Sainsbury initiative to bring prices on 100 key organic products in line with their conventional counterparts for a limited trial period. SA director Patrick Holden said: "The Soil Association welcomes Sainsbury's approach, offering lower prices for a period to encourage more people to try organic food, but committing itself to educating the public about why organic food costs more, and to returning to prices that ensure a fair return to farmers." Sainsbury is to start its four weeks of price cuts on lines including cheese, meat, baby food and salad on June 26. They are will be part of a major organics campaign including radio advertising and PoS. Fifty new organic lines will be introduced. {{NEWS }}