There is no sensible argument against giving school children the opportunity to eat more fruit and vegetables.

Where the debate tends to begin though is on the more emotive subjects of organics and, whisper it quietly, genetic modification. While we are not yet suggesting we offer children genetically modified foods, the same cannot be said of organics. Yet again, a row has broken out, this time between Sir John Krebs and the organic lobby, namely the Soil Association (p5). Sir John, former Food Standards boss, believes the country would be better off feeding its kids cheaper, conventional produce rather than more expensive, organically grown food.

The SA has hit back, claiming no-one is pushing for total organic consumption - all it is aiming for is 30 per cent of all produce consumed in schools to be organic.

But while 30 per cent is said to be not that significant, it is almost a third of all consumption, and for schools that are strapped for cash, that is a significant outlay on higher-priced food.

Sir John makes a good point - as there are no scientifically proven benefits to eating organic, why pay the premiums?

The SA talks a good game, in this war of soundbites and mis-information, the danger is there will be just one major casualty and that will be the industry itself as it turns away tomorrow’s consumers.