4 December 2000
Melchett prepares for Iceland role

By FWi staff

LORD Melchett, who recently resigned as executive director of Greenpeace, discusses his move to food retailing in The Times.

After Christmas he will swap his eco-warrior role for that of environmental advisor to the Iceland frozen food chain.

Iceland, which led the way in removing genetically modified produce from its own-label range, has a customer base among lower income groups, says The Times.

Lord Melchett says research shows that poorer shoppers are most angry about GM food and feel disenchanchised.

When not working for Iceland, Lord Melchett, who led an attack against a GM trial site last year, plans to spend more time on his 800-acre Norfolk farm.

He is converting two thirds of cropped land to organic produce and, while a vegetarian, rears beef cattle which maintain grazing marshes.

Lord Melchett, 52, confesses that as a schoolboy he went fox-hunting and beagling, but in his twenties decided this behaviour was bizarre.