Ocado has taken a significant step in promoting female entrepreneurship with the launch of its ‘Buy Women Built’ section.
- The initiative features over 1,000 products created by women, available on Ocado’s platforms.
- Spearheaded by Sahar Hashemi, the campaign aims to bolster sales for female-founded brands.
- A total of 130 female-created brands are now part of Ocado’s offerings, including well-known and startup names.
- The initiative aligns with previous campaigns to support local products, reflecting a broader trend within supermarkets.
Ocado, the online supermarket, has introduced a new section titled ‘Buy Women Built’, with the intention of supporting female entrepreneurs by showcasing their products. This strategic move aims to highlight the wide array of over 1,000 items crafted by women-owned businesses, accessible via Ocado’s website, app, and the ‘Inspire Me’ tab.
This campaign is led by Sahar Hashemi, the founder of Coffee Republic, who successfully convinced Ocado to embark on this mission. The goal is to enhance the visibility and sales of businesses established by women, addressing a notable gap in entrepreneurship demographics.
Among the 130 brands featured are established names like Little Moons ice cream and Pip & Nut peanut butter, as well as emerging brands such as All Dressed Up sauces. This mix of familiar and new offerings provides consumers with diverse choices, potentially increasing interest and sales for these female-founded companies.
Hannah Gibson, Ocado Retail’s chief executive, emphasised the importance of this initiative, noting the relatively low number of female entrepreneurs in comparison to other developed nations. Hashemi echoed these sentiments, highlighting the campaign’s role in empowering women by demonstrating the successful ventures founded by women. She stated, ‘This isn’t patronising — it’s signposting.’
The campaign resonates with earlier efforts to encourage buying locally, such as the ‘Buy British’ initiative, where supermarkets curated sections for domestically grown foods. This highlights an ongoing trend within the retail industry to support specific communities and product origins.
The ‘Buy Women Built’ initiative represents Ocado’s commitment to elevating female entrepreneurship and fostering a more inclusive marketplace.
