Instead of celebrating the world’s first biofuel flight in a 747 jet (previously unheard of because it tends to freeze at high altitudes) between London and Amsterdam at 1130am on Sunday, the billionaire’s trademark smile creased into a menacing wince as the news anchor recycled the Friends of the Earth argument that biofuel flights were a distraction from the main issues of climate-change.

Branson’s reaction was like a gifted pupil who has a big green line drawn through his chemistry homework and “could do better” writ large at the top of every page. Obviously Master Juniper and his colleagues in the FOE staff room were unimpressed by the fact that three of the 747’s four tanks were filled with normal jet fuel while its fourth carried 80% jet fuel and 20% coconut and babassu palm oil.

Maybe the Friends want to bring him down to the earth they have spent decades fighting for, usually without popular support and always without the power that Sir Richard can exert in the commercial world.

“Today marks a biofuel breakthrough for the whole airline industry,” Branson told a press conference, his beard bristling with pride. “Virgin Atlantic, and its partners, are proving that you can find an alternative to traditional jet fuel and fly a plane on new technology, such as sustainable biofuel.”

Critics of biofuels and Branson’s investment in them argue that they damage developing countries by driving up food prices and harm the environment by clearing huge areas of forestry. The fuel in yesterday’s flight, which was from sustainable coconut and palm plantations would not, Branson admitted, be used in commercial flights, so what now?

Branson said: “This pioneering flight will enable those of us who are serious about reducing our carbon emissions to go on developing the fuels of the future, fuels which will power our aircraft in the years ahead through sustainable next-generation oils, such as algae.”

Meanwhile, back in the staff room, Kenneth Richter, Friends of the Earth aviation campaigner, said: “Biofuels are a major distraction in the fight against climate change. There is mounting evidence that the carbon savings from biofuels are negligible. If Virgin was really serious about reducing the aviation industry’s impact on the environment it would support calls for aircraft emissions to be included in the climate change bill.”

Is it just me, or are Friends of the Earth becoming the Private Frazer of the climate-change volunteer army, rolling their eyes every time a celebrity dares to do something sustainable or a businessman tries to make a difference? “Wuuurrrr Dooooomed” they all cry, with Captain Juniper right behind them, muttering “stupid boy” under his breath.

Of course Sir Richard wants to make more money. Of course government has to control aviation emissions, we all do. But lets not devalue single actions by taking them out of context. As this interviewee summed it up perfectly on The Friends of The Earth website recently:

“Biofuel is not the answer. Wind power is not the answer. Wave power is not the answer. Natural gas is not the answer. Nuclear is not the answer. It will have to be a mix of the best solutions from all these areas that will win the battle to keep CO2 levels below those at which Gaia will strike back at some stage, and kill the problem - in this case us.”

The man being interviewed? Sir Richard Branson of course.