In the wake of the horse meat scandal. Iceland have been putting up these posters claiming their burgers are '100% tested' Couple of rather obvious points to this claim. One, you mean you didn't test before? and Two, far more important considering current* shopper treands, There is no mention of where the beef comes from. The key issue for consumer trust in grocery is being transparant about source and provenance. Putting up such a prominent poster that fails to say where the beef comes from, begs the question, what are you hiding?