Ocado launches department exclusively made up of brands founded by women

Online grocer Ocado has launched a new “department” exclusively made up of products from businesses founded by women.

The Buy Women Built aisle is believed to be the first of its kind offered by a major UK supermarket and offers over 1,000 products from 130 brands across food and drink, health and beauty, and personal care. and house cleaning and children’s ranges.

The stories of a number of founders will also be featured on the site, allowing customers to discover the “people behind the products”, the retailer said.

Ocado said its online model provided a route to market for many emerging brands by providing a “foot in the door” and the opportunity to reach a national customer base.

A grocer survey suggested 64% of consumers thought it was important to champion women-founded businesses in order to inspire more women and create more opportunities, while 51% said that they would buy more brands founded by women if they were clearly marked.

Hannah Gibson, Managing Director of Ocado Retail, said: “I know how important it is to support female entrepreneurs, especially those just starting out, and create a space where women-led businesses can thrive.

“By collaborating with Buy Women Built, we were able to offer an incredible selection of products from inspiring brands and support a movement that helps fuel female entrepreneurship. »

Sahar Hashemi, founder of Buy Women Built, said: “The dedicated Buy Women Built aisle at Ocado represents an important step towards fostering a more inclusive and innovative marketplace.

“Every item in this aisle tells the story of a female entrepreneur breaking barriers, and with every purchase, we not only help create a stronger economy, but we also inspire the next generation of young girls to dream bigger . »

Amelia Christie-Miller, founder of Bold Bean Co, which is stocked in the aisle, said: “Being part of the Buy Women Built initiative with Ocado feels like a pivotal moment for Bold Bean Co.

“It’s not just about reaching a wider audience, but also amplifying a movement that supports women-led businesses.

“Consumers have the power to drive change simply by choosing brands that share their values, and through this collaboration, we are able to make that choice easier and more impactful.” »