Looks harmless, doesn't it?
But this little red root vegetable was yesterday at the centre of an enormous furore which at one point seemed to be leading towards litigation against Channel 4 by the famous celebrity chef.
"I thought I was pissing blood," said the celebrity chef after eating 3 kilos of the superfood in one week in preparation for the forthcoming Jamie Oliver series, Superfoods For Super Kids.
The premise behind the series is to hothouse three poor inner city five year old children to prepare them to take Media Studies GCSEs at the age of 11.
The controversial "Superfood" method of study developed by controversial University of Utah professor, Professor Gordon Osmond, includes eating seemingly vomit-inducing volumes of porridge, turkey, blueberries and beetroot. Oliver was persuaded to front the series by British Superfood Guru, Dr Gillian McKeith.
"She said she really fucking believed in the guy," said Oliver. "I told her I'd go ahead with the series but I'd have to test the method myself before trying it out on the kids. She said it was ok, my shit could take it."
Neither McKeith nor Channel 4, however, thought to warn Oliver about the side effects of eating large amounts of beetroot.
"They made me feel such an idiot," said Oliver. "How was I to know my piss would turn red because of the beetroot? I was worried out of my mind for a whole week. I couldn't sleep and I couldn't tell Jools what was wrong."
Channel 4 have today apologised to the chef and made an undisclosed donation to a charity of his choice.