In preparation for the product pitch to Iceland that Jo Ellison had set up for me as CPD development, I visited one of the stores, the store in Kirkstall.

Having never been to an Iceland store I was intrigued to see what the store might offer.

The store is predominantly frozen food, so I was a bit surprised to see on entering the store a whole isle set up for fresh food seasoning. I later discovered through google search and you-tube that the ethics behind the store are aimed at encouraging healthy family eating and that the CEO believes that frozen is best for preserving the food, however, the opposite isle was a weight loss range and then into an array of beige foods.

My opinion is that there seems to be some disjoint between what the internet stories claims Iceland’s positive stories of health and plastic waste packaging and what is happening in the store.

Whilst the store has the challenge to find a plastic replacement solution their home label brands could immediately be wrapped in recyclable polymers or even plastics made from waste sugar ( polyethylene) yes these are more expensive alternatives but that comes with the responsibility of making serious claims to step up and be a leader.

Put your money where your mouth is.

Barefoot farms a product sold in the store are setting a leading example of clear labelling and a recyclable polymer.

The visit helped me prep for Iceland and gave me the idea of a needed tray to replace the black food containers so often used in convenience food meals. The trays always get land filled or incinerated. such a needless waste of resources.

Plastic is a great material we don’t need to                                                                                        waste it on prepared food though.