They say letter-writing is a lost art (although subscribers to thegrocer.co.uk can receive their Daily Bread via snail-mail on the back of a postcard of Crawley if they really want to).

But witness the stunning effectiveness of the open letter written yesterday to North Kesteven District Council by the Soil Association and some like-minded folk about the potential impact of Nocton Dairies’ controversial mega-dairy. Twenty-four hours later, the plans have been ditched once and for all.

Okay, so a mildly perturbed letter from some touchy-feely hippy types probably wasn’t decisive. Nocton today abandoned its project citing Environment Agency objections as “the sole reason” for its decision. The research needed to answer the body’s queries, it argued, just doesn’t exist yet. But you can only swim against the tide of public opinion so long.

“Ultimately, it will be the consumer driving acceptance of these units,” said Dairy UK director-general Jim Begg last week, calling Nocton “a test case for the development of the UK industry”.

The question now is who takes up the baton.

“The challenge has been laid down to the farming industry to produce more with less,” Nocton said in a defiant statement today.

“We need leadership to help us do this and proactive advice from regulatory experts. The industry needs to stand up to those who would twist the facts about animal welfare.

“If our industry does not tell the public the facts and open its doors to show how we are great at farming in many different ways, misinformed single-interest pressure groups will fill the void with untruths to the eventual detriment of all.”

Nocton also thanked supporters who “had the open-mindedness to fully research the project and the courage to change their position and express their views openly in the face of overwhelming criticism”.

The ability to change your position when the facts require it is admirable. Changing public opinion on such an emotive subject remains a far harder task.

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