When it comes to organics, one grocery store in the United Kingdom believes the
customer is always right. In response to surveys, one of the country's largest supermarket
chains, Iceland, is buying 40 percent of the world's organic veggies this year. It plans
to eventually replace its frozen-food line entirely with organics. The cost to Iceland is
estimated at $13.5 million, but it will be absorbed by the company and not passed on to
customers.
Currently, much of the produce has to be purchased abroad, since organic
farmers in the UK can't meet demand. In an effort to foster the conversion to organic
farming at home, Iceland is also donating more than $1 million to the National Trust,
Britain's biggest landowner and charity.
