Iceland CEO Malcolm Walker lets the cameras into the boardroom and stores, as the company deals with the fallout from the horsemeat scandal. With the media storm continuing to dent sales, Malcolm hopes his plain speaking will get the company out of hot water, but his strategy backfires badly. Keith, the company's long-suffering PR expert, is left dealing with an email inbox peppered with some imaginatively-written complaints. Winning back public trust is not going to be easy, but can a half-price sale on burgers get people buying them again?
Despite the uncertainty, Malcolm's pressing ahead with opening a new store in the former mining town of Treorchy in Wales. Meanwhile, senior buyer Alastair needs to find an attention-grabbing name for his newest product - prawns in a rice crispy-style batter.