One of the key points I took away from a series of excellent presentations at Bayer's sustainability conference on Tuesday ñ see page 5 lead ñ was the lack of public interest in the issues about which this trade continually either beats up or applauds itself.

I would disagree with the chairman of the session who summarised that the food industry is responding to increasing demands from the consumer.

The suppliers of this industry are in fact responding to perceived consumer demands, for zero pesticides, assurance schemes etc... The real demand is coming from retailers and government, who fly in the face of all consumer research by asking for more impractical standards to be met by the year, to cover their backs.

The vast majority of consumers list price as their number one criteria for choosing one food product over another, which makes the constant battle to be the cheapest on the high street seem a feasible one, on the surface. It is hard to believe though, that a 10p rise across the board would significantly reduce produce sales.

The ideals we have been led to believe are held so dear by consumers ñ such as organics, Fairtrade and assurance schemes ñ mean absolutely nothing to at least 85 per cent of the population.

Lord Taverne, chairman of Sense about Science, said this week that “the craze for organic foods is based on myth”. Most of the people in the room on Tuesday would doubtless agree. Why then is this industry made to feel so shabby for providing the healthiest food on the planet, and making so much effort to make it healthier still?