Consumer : Iceland issues challenge over non-GM meat
 Source: Belfast News Letter

 SUPERMARKET chain Iceland yesterday announced that all its livestock
for meat production would  be reared on a non-GM diet from September -
and urged the industry's larger companies to follow its lead.

 The North Wales-based company threw down the gauntlet to competitors to
follow its example and  make the UK GM-free by the end of 2000.

  The company was the first in the world to remove genetically modified
ingredients from its own product range in May 1998.

 More recently it succeeded in producing its own brand GM-free reared
poultry by purchasing 6,000 tonnes of non-GM soya meal to help its
suppliers become non-GM at no extra cost to the consumer.

 Bill Wadsworth, technical director for Iceland, said: "We have been
trying to make our animal feed non-GM for some time but it has been an
uphill battle because of the reluctance of some elements of the supply
chain to meet the demands of our customers.

 "Only by creating the demand for a large supply of non-GM feed can we
make the UK non-GM.   "The decision has to be made by those in the food
industry within the next six weeks, if they want to ensure a good
price for September's soya crop, otherwise they will become subject to
market trends and costs."

  Mr Wadsworth added: "It is beneficial from a marketing point of view
for suppliers to be able to say their own brand product is fed on a
non-GM diet."

 Iceland is now offering its surplus non-GM soya meal to other
retailers, food producers and farmers  to help make their animal feed
non-GM.  Meanwhile, supermarket chain Asda announced details of its
"food ingredients promise".

  It said it aimed to reduce amounts of salt, allergens and additives in
its own brand food, while producing bread with 10 per cent less fat and
10 per cent less saturates.

 Asda nutritionist Sue Malcolm said: "The promise shows just how
committed we are to giving our customers great quality, great tasting,
outstanding value food that they can really trust.

 "From today the ingredients of all new Asda brand products will be
developed in line with the charter, and consistent with Asda's healthy
eating policy, customers will not have to pay more for   any of these
products."

  The supermarket said it would also continue to ensure that no
mechanically recovered meat or  poultry was used in its own brand foods,
and would maintain a veto of GM ingredients and milk and  dairy products
produced using the synthetic hormone BST.

 Publication date: Feb 24, 2000
 (c) 1999, NewsReal, Inc.