Iceland Foods launches first-ever customer-led colleague award

Iceland Foods has launched its first ever Customers’ Choice Award, a new initiative that puts customers at the heart of recognising and celebrating outstanding colleagues across the business.

For the first time, customers are being invited to nominate an Iceland or The Food Warehouse team member from their local store who has made a positive impact on their shopping experience. Nominations will be open from today (16th February) to 8th March, giving shoppers the chance to recognise colleagues who consistently go above and beyond for customers and their communities.

The Customers’ Choice Award, sponsored by Agristo frozen potato product supplier, marks a significant step in how Iceland celebrates its 26,000 strong workforce, placing direct customer feedback at the centre of colleague recognition. The initiative reflects Iceland’s long-standing focus on customer service and its people-first culture, which has seen the retailer recognised as the only UK supermarket to feature in The Sunday Times Best Places to Work in both 2024 and 2025.

The award reflects Iceland’s customer-first philosophy and will be promoted across Iceland and The Food Warehouse’s portfolio of nearly 1,000 stores through in-store communications and customer-facing materials, encouraging shoppers nationwide to take part.

One overall winner of the Customer Choice Award will be crowned at Iceland’s Doing it Right Awards later this year – the company’s annual event celebrating colleagues from all across the business who really live the company’s values every day.

Lord Richard Walker, Executive Chairman of Iceland Foods said: “Doing the right thing means listening to our customers and recognising the people who make their shopping experience better every day. The Customers’ Choice Awards gives our customers a real voice in celebrating our colleagues, and that matters – because what our customers think genuinely shapes how we run Iceland.”