RADIO DJ Sara Cox has become the face of a new campaign celebrating the 'joy of organic food'.

The Bolton-born star launched the Organic — Feed Your Happy initiative today to coincide with Organic September.

The aim is to encourage consumers to 'go organic' and to share their favourite foods and meals on social media using #FeedYourHappy.

A series of short films featuring Sara Cox and chef Rosie Birkett have been released and include stories of UK organic producers.

Sara, the daughter of a beef farmer, said: "I choose organic because I think it tastes better. It’s gorgeous, and I think it’s good for the animals and good for the planet.

"Food grown organically is food as it should be. Give me a knobbly misshapen organic strawberry over the weirdly uniform non-organic ones any day. To put it simply, organic food makes me happy.”

"To anyone thinking of going organic, choose one or two things at first, some lovely vine tomatoes or some sausages, and experience the flavour.

"Choose what's important to you and what your budget allows, organic doesn't have to cost a fortune.

"Watch our films and hear the stories of the farmers who can tell you more about why they farm organically – where the food comes from and what it means to them.

"We want to encourage the nation to join in and share their favourite organic foods at #FeedYourHappy."

The North West has the highest levels of support in the UK for local farmers, according to research released today.

Consumers in the region wanted more organic food on supermarket shelves and more choice of produce.

Seven in 10 said organic food makes them feel happy and eight in 10 said they felt happy knowing they were supporting farmers.