Ocado has recently introduced a new shopping aisle filled exclusively with products from female-founded businesses. This innovative section, named the “Buy Women Built” aisle, is believed to be the first of its kind offered by a major UK supermarket. The aisle features over 1,000 products from 130 brands, spanning across categories such as food and drinks, health and beauty, home care and cleaning, as well as children’s ranges.
Furthermore, the online retail giant Ocado will showcase the backstories of several founders on its website. This feature allows customers to learn about the inspiring individuals behind the products they purchase. Ocado highlighted that its online platform provides a vital marketplace for emerging brands, offering them a gateway to a national customer base.
A recent survey conducted for the grocer revealed that 64% of consumers consider it essential to champion female-founded businesses to inspire more women and create additional opportunities. Additionally, 51% of respondents stated they would be more inclined to purchase products from female-founded brands if they were clearly labelled.
Hannah Gibson, the chief executive of Ocado Retail, expressed the importance of supporting female entrepreneurs, particularly those in the initial stages of their business journey. She emphasised the significance of creating an environment where female-led businesses can flourish. Gibson stated, “By collaborating with Buy Women Built, we’ve been able to curate an amazing selection of products from inspiring brands and support a movement that helps nurture female entrepreneurship.”
Sahar Hashemi, the founder of Buy Women Built, hailed the dedicated aisle at Ocado as a significant step in cultivating a more inclusive and innovative marketplace. Each item in the aisle represents a female entrepreneur breaking barriers, and every purchase contributes to strengthening the economy and inspiring future generations of young girls to aspire to greatness.
One of the founders whose products are featured in the Buy Women Built initiative, Amelia Christie-Miller of Bold Bean Co, expressed her excitement about being part of this collaboration. She highlighted the importance of consumers driving change by choosing brands aligned with their values. Through this partnership, consumers are empowered to make impactful decisions that support women-led businesses and meaningful initiatives.
This initiative by Ocado signifies a meaningful effort to showcase and support female entrepreneurs, providing them with a platform to reach a broader audience and amplify a movement that promotes women-led businesses. By offering a unique shopping experience focusing on female-founded brands, Ocado encourages consumers to make socially conscious purchasing decisions that have a positive impact on the economy and society at large.