A few years ago downmarket British frozen food retailer Iceland went all organic. It converted all its own brand vegetables to organic and promised to do the same for meat. Commentators sniggered. Mums go to Iceland to buy lorry loads of convenience food for next to nothing; they do not pop in to stock up on organic petit pois. Worthy though it was the organic initiative lasted just six months because it was fundamentally wrong for Iceland’s customer base.