Source: Getty

The site says Iceland has been ‘doing the right thing’ for 50 years

Iceland has created a website devoted to promoting its sustainability credentials.

The new ‘sustainability website’ says the frozen food retailer is ‘taking on the world’s biggest environmental and social challenges’.

A page headed ’What we’re doing’ features news about the business’s efforts on sustainability.

Under the strapline ‘Doing it Right’, the site lists philanthropic principles said to have driven the business for over 50 years, including ‘caring for our planet’ and ‘supporting the communities we serve’.

‘These principles are embedded throughout our business and drive every decision of our board,’ the site says.

Read more: Iceland launches new mobile-friendly website

A section on ‘What it means today’ says the supermarket is ‘taking on the world’s biggest environmental and social challenges with the commitment that comes from family leadership in the person of MD Richard Walker, son of our founder Sir Malcolm’.

An introduction written by Richard Walker himself says: ‘Welcome to our sustainability website, where you can discover just how Iceland is inspired by our commitment to Doing it Right.’

Tweeting a link to the site, he wrote: ‘Iceland’s new sustainability website tells the story of how we’ve been “Doing it Right” as a responsible business for nearly 50 years, driven by 25,000 amazing colleagues. Take a look.

The site is at