Malcolm Walker, the founder and his son Richard Walker the current chairman are (for such an ordinary seeming supermarket) surprisingly progressive and have often spearheaded sustainability and corporate responsibility campaigns. Malcolm Walker was an active member of Greenpeace and Iceland worked with Greenpeace on several campaigns over the years.

I wish I new of more gems like this. Company sites that go into detail where they went wrong and how they turned things around make for both amazing reading and great educational material.

Never thought I'd see them posted on here, but I honestly have a lot more respect for them after seeing this.

and here I thought it was from the Nation of Iceland and was very impressed by the volume of their anti-management consultant stance.