In our most conclusive freshinfo poll to date, this week 92 per cent of you voted for an extension of the School Fruit & Vegetable Scheme to an older age group. And on page 9, the public health minister sings the praises of the scheme.

But with the perception of the SFVS at its highest point since inception, in typical one-step-forward, two-steps-back mode, the Soil Association - which claims to support the scheme - decides to tell the world that fruit being provided to schools is riddled with pesticides.

Of course we’ve heard it all before, and so has the public. But as more than 60 per cent of baby food on the market is organic, we’ve also seen that the lobbyists points seem to hit harder when they are aimed directly at parents.

I’d very much like these same lobbyists to tell us how schoolchildren could receive a piece of organic fruit or veg every day at the same cost.

As so often, the Soil Association’s single-message strategy does little to help this industry in its aims of increasing consumption. It would be more helpful if it could accept that organics have their niche; that fruit and vegetables sold in the UK are safe for everyone to eat; and that it needs to look at the real world, take Sainsbury’s advice and try something new.