The ICMSA’s summer/autumn newsletter cover had me spluttering my tea across the room when I saw it.

It features a dairy farmer in a field of cows on one side of a stone wall saying “I milk cows”, while across from him is a suited gent accompanied by a pair of donkeys in a bare field with the caption “I milk CAP schemes”.

This could be the match that finally lights the fire under the CAP discussions, which have to date been muted to say the least.

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Now a man in a suit suggests they’re not going after farmers per-se, but the non-farming landholders that are accessing farm payments. I’m sure everyone will make their own interpretation of it.

Either way, it’s sure to knock a few noses out of joint around the country and kickstart some CAP debate.