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Sierra Magazine
Lay of the Land

Russia's Green Menace | For the Record | Wilderness blackmail | Naming Clearcutters | Crashing WTO's party | Roads to Nowhere | Bold Strokes | UPDATES

Bold Strokes

Brits finally focus on good food

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.


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