Abel & Cole has evolved significantly since its inception in 1988, transforming from a simple fruit and vegetable box provider to a robust online supermarket dedicated to sustainability. In an era of fluctuating market dynamics, the company’s focus on environmental responsibility presents a compelling narrative. Grocery Gazette engaged with Managing Director Hannah Shipton, who shed light on the organisation’s approach to sustainability and its vision for staying distinct in the competitive grocery landscape.
Hannah Shipton highlights that while fruit and veg boxes remain a vital aspect of Abel & Cole, the business has expanded its array of offerings to rival major UK supermarkets. The ability to adapt has been crucial to its growth, especially with initiatives like box swaps introduced in 2015. This feature allowed customers to personalise their orders by excluding undesired items, addressing both customer satisfaction and waste reduction at home.
In 2021, Abel & Cole partnered with the environmental group WRAP to monitor its food waste reduction efforts, setting an ambitious target to halve waste by 2030. So far, the company has achieved a waste level of 0.15%, showcasing a strong commitment to its goals. A pivotal part of this success lies in the role of a dedicated ‘food guardian’ in Andover, who ensures only quality produce reaches customers. Abel & Cole’s collaboration with Helen Browning also exemplifies their sustainable ethos, redirecting unused food to charitable causes or animal feed.
Plastic waste also garners significant attention from Abel & Cole. The company launched Club Zero, the UK’s largest refillable product range, featuring nearly 100 SKU today. This includes a notable first in refillable milk bottles. Additionally, the firm’s plastic pickup initiative has collected close to 80,000 tonnes of flexible plastic, converting it into building materials. A bold decision to abandon compostable packaging aligns with their belief that flexible plastic can preserve food quality more effectively when managed correctly.
To further its sustainability mission, Abel & Cole focuses on reducing carbon emissions. As the first organic delivery company to achieve carbon-neutral status in 2021, they retrofitted delivery vehicles to operate on hydro-treated vegetable oil (HVO), reducing emissions by 90%. They aim to integrate electric vehicles by 2028 for city deliveries, though challenges remain for rural areas due to logistical constraints.
The past few years have presented a ‘rollercoaster’ of challenges, from a peak in demand during the Covid pandemic to navigating the cost-of-living crisis. Despite these hurdles, Abel & Cole has maintained robust trading performance. They aim not to compete on market share but to strengthen their unique value proposition compared to competitors.
Central to their strategy is emphasising the distinct advantages of shopping with Abel & Cole, coupled with plans to expand product categories to enhance customer shopping experiences. By maintaining high service standards and ethical values, the company aims to foster trust with environmentally-conscious consumers.
Abel & Cole’s journey reflects a strong commitment to sustainability and innovation in the grocery sector. Through strategic initiatives addressing food waste, plastic use, and carbon emissions, the company positions itself as a leader in environmentally responsible retail. By articulating the benefits of their approach and consistently adapting to industry changes, Abel & Cole seeks to strengthen its relationship with customers who value ecological integrity and quality service.
