Waitrose has become the first supermarket to pledge cash to a generic organic marketing campaign.

The Organic Feed Board said proceeds had now reached £260,000 per year for three years of the campaign, which aims to put sustained growth back into the category though press, PR and social media.

The funding target has been raised from £250,000 to £300,000 by organisers, who hope for EU match-funding. "Funding will allow the key messages to be communicated," said Waitrose organic brand manager Andrea Watson.