Organic conversion with mass appeal.

Byline: SEAN POULTER

A SUPERMARKET chain yesterday announced that its own brand goods were going totally organic.

The promise from Iceland came with a guarantee that customers would not have to pay extra.

Company chairman Malcolm Walker said it was acting on research which suggested that although consumers were keen to switch to organic produce, three out of four were put off by price.

The firm, which has 760 stores across the country, will begin its conversion by ensuring all its frozen vegetables are organic by October. More own-brand lines will follow, although it has no control over the ingredients of the other big brands it stocks. …

Organic conversion with mass appeal.

Byline: SEAN POULTER

A SUPERMARKET chain yesterday announced that its own brand goods were going totally organic.

The promise from Iceland came with a guarantee that customers would not have to pay extra.

Company chairman Malcolm Walker said it was acting on research which suggested that although consumers were keen to switch to organic produce, three out of four were put off by price.

The firm, which has 760 stores across the country, will begin its conversion by ensuring all its frozen vegetables are organic by October. More own-brand lines will follow, although it has no control over the ingredients of the other big brands it stocks. …

Organic conversion with mass appeal.

Byline: SEAN POULTER

A SUPERMARKET chain yesterday announced that its own brand goods were going totally organic.

The promise from Iceland came with a guarantee that customers would not have to pay extra.

Company chairman Malcolm Walker said it was acting on research which suggested that although consumers were keen to switch to organic produce, three out of four were put off by price.

The firm, which has 760 stores across the country, will begin its conversion by ensuring all its frozen vegetables are organic by October. More own-brand lines will follow, although it has no control over the ingredients of the other big brands it stocks. …