Ocado is launching a new initiative to spotlight female entrepreneurs.
- The ‘Buy Women Built’ campaign includes more than 1,000 products from women-owned brands.
- Ocado is featuring well-known brands and start-ups, enhancing the visibility of female-founded enterprises.
- The initiative addresses a significant gap in female entrepreneurship support in the UK.
- A similar campaign to promote British-grown food recently preceded this effort.
Ocado has announced the launch of its ‘Buy Women Built’ campaign, aimed at promoting products created by female entrepreneurs. This new initiative features over 1,000 products from women-owned brands and will be accessible via a dedicated online section. Shoppers can expect to see banners highlighting these brands across the Ocado app, website, and the ‘Inspire Me’ tab.
The campaign was spearheaded by Sahar Hashemi, the founder of Coffee Republic, who convinced Ocado to participate in this endeavour. The goal is to boost sales for companies founded by women by providing them with increased visibility within the e-commerce sector. In this manner, Ocado has successfully partnered with 130 female-led brands, ranging from well-known names like Little Moons ice cream and Pip & Nut peanut butter to newer entries such as All Dressed Up sauces.
According to Hannah Gibson, Ocado Retail’s chief executive, there is a notable underrepresentation of female entrepreneurs in the market. She conveyed to The Sunday Times the company’s commitment to supporting this community. Hashemi further explained the purpose of the initiative, stating, “This isn’t patronising — it’s signposting. Female entrepreneurship rates in the UK are 30% behind other developed countries. Confidence is a huge issue — women don’t feel they’ve got what it takes. Showing people that so many brands are in fact created by women leads more female entrepreneurs to think, ‘We can do this.’ It’s a way to make future generations see the power of women.”
The ‘Buy Women Built’ project follows a similar concept that encouraged consumers to ‘Buy British,’ which saw various supermarkets, including Ocado, establishing online sections to highlight locally grown produce. This previous campaign set a precedent for the current focus on female-founded brands, showcasing Ocado’s dedication to supporting diverse entrepreneurial communities.
Ocado’s ‘Buy Women Built’ campaign represents a significant step in bolstering the visibility and success of women entrepreneurs in the UK market.
