Their website boasts of ‘food you can trust’ and it is true that over the years Iceland has led the way with many initiatives such as banning mechanically recovered meat and genetically modified ingredients. And if a respected retailer tells us, we believe them, don’t we? Why should we doubt their claims? After all, we trust them with our food. We trust them and we reward them for it with our custom. Sadly, this is not always the case. Last April, Iceland boss, Richard Walker pledged to remove all palm oil from Iceland’s own label products, on the basis that palm oil is destructive to the environment and destroys the natural habitat of orangutans. As an aside, rapeseed oil, the substitute which Iceland use, inflicts more harm on the environment. But why spoil a good story? Read more at Forbes.