WHAT THE PAPERS SAY: Frozen food idealism gets a warm reception

Malcolm Walker, chairman of Iceland, is a man blessed with a positive media image. The Daily Telegraph praised his ’high reputation’ (17/6) while the Independent’s leader column congratulated him for his ’confident vision’.

Malcolm Walker, chairman of Iceland, is a man blessed with a

positive media image. The Daily Telegraph praised his ’high reputation’

(17/6) while the Independent’s leader column congratulated him for his

’confident vision’.



The chiller chain attracted near-universal support for its bold move to

convert all own-brand vegetables to organic produce. Most financial

analysts supported the ’shrewd mix of environmental action and

aggressive marketing’ (Independent, 15/6)



Iceland’s PR opportunity was gilded by the announcement of a pounds 1

million donation to help the National Trust increase its rate of organic

conversion.



The FT took a more negative stance, highlighting the NFU’s fear that UK

farmers might lose out. IoS editor Janet Street-Porter, leapt on to her

soapbox to accuse Walker of an excess of ’high-minded mission

statements’ (18/6).



However, Sunday Business saw the announcement as a combination of

’killer sales pitch and tree-hugging altruism’ which would appeal to

Iceland’s growing customer base.





Analysis and commentary by Echo Research.



Cuttings by Durrants. More information can be found at:

www.echoResearch.com.



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