Iceland has announced the conversion of its entire own label range of fresh produce to organic, hot on the heels of the conversion of its frozen fruit and veg range. "At the moment, fresh produce only accounts for 2% of sales," said md Russell Ford. "But we expect to see that figure go up as we roll out the offering to all of our stores." He insisted there remained a "fundamental difference" between Iceland and the multiples, which have expanded their organic offerings. "You can buy your organic basics: peas, carrots, bananas and apples, from us at conventional prices or you can go to Sainsbury and pay extortionately high prices for the privilege of being able to buy an organic kumquat or a starfish." But he admitted the success of the chain's organic pricing initiative depends on the consumer "putting his money where his mouth is". "Customers have told us they want organic food at no extra cost," he said. "But we have to sell a lot more." He remained confident that absorbing the additional costs involved in organic food production would become easier as producer prices dropped and volumes rose. {{NEWS }}