Brace yourself for the latest round of claims from the organic lobby about the merits of its products against their conventionally grown counterparts.

Organic Fortnight, much like Fairtrade Fortnight, is a laudable public relations exercise, but is too often turned into an opportunity to pump the public with false claims and ultimately consumption-damaging propaganda.

I for one will definitely be downloading the organic debate from the Waitrose website (p1). And I hope that the NFU representative does a better job than many in the past in defending the corner of producers of 98 per cent of all fruit and vegetables sold by UK retailers.

Credit to Waitrose for undertaking this exercise - I hope it gets widespread and fair coverage. Patrick Holden is a master exponent of his art - using biased and often inaccurate facts to fit a one-sided story with little context or value for the consumer. Because the Soil Association has so intelligently used its national media patsies for so long, the UK readership has been drip-fed little more than a string of organically produced lies.

Yet organic produce has not taken over the world. It has extremely limited shelf-space in terms of fresh produce and, other than baby food, it has failed summarily to live up to the expansive predictions plucked from thin air by its proponents over the years. And I don’t think I’m sticking my neck out by saying it never will.