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Our values of Integrity, Customer Focus and Expertise are the foundation of The Responsible Choice.


 Frontier is successful because of the hard work, commitment and behaviour of our people. Our values of ICE are firmly embedded in our culture and are recognised by our customers, with whom we enjoy close relationships.

The Responsible Choice is a natural extension of our values of integrity, customer focus and expertise, providing a focus on those areas in which we can have a positive impact for the future. We have identified five areas in which we will take actions to ensure the long term, sustainable and responsible growth of our business.




Responsible Choice Steering Group

At a company level, a steering group takes care of the overall direction and on going management of The Responsible Choice. The steering group meets quarterly to agree priorities, review progress and manage budgets.

The pillars are sponsored by members of our Senior Management Team, providing senior focus and ensuring that The Responsible Choice becomes part of our day to day activities.

At a local level, six regional volunteer groups have been created. Each group has identified areas that its members find of particular interest, some community-related, others focused on the way we look after people and the environment.



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