Ocado has launched the ‘Buy Women Built’ campaign to promote products from female entrepreneurs.
- The online section features over 1,000 products created by women, available through Ocado’s app and website.
- The campaign is part of a movement spearheaded by Sahar Hashemi to support women-founded brands.
- Ocado has partnered with 130 female-founded companies, including both established and emerging brands.
- This initiative follows Ocado’s recent ‘Buy British’ campaign, integrating similar strategies to encourage local entrepreneurship.
Ocado has embarked on a significant initiative known as the ‘Buy Women Built’ campaign, aimed at elevating the visibility and sales of products created by female entrepreneurs. This online segment, available on Ocado’s digital platforms, offers consumers an opportunity to explore and purchase from a collection exceeding 1,000 products, each crafted by women-led enterprises.
This campaign’s inception is largely attributed to Sahar Hashemi, the founder of Coffee Republic, who has taken a proactive role in advocating for increased support and visibility for businesses led by women. Through persuasion and strategic alignment, Hashemi influenced Ocado to implement this initiative, thereby providing a substantial platform for female-founded firms to reach broader audiences.
Ocado’s collaboration encompasses 130 brands established by women, presenting a diverse array of products ranging from well-known lines like Little Moons ice cream and Pip & Nut peanut butter to innovative start-ups such as All Dressed Up sauces. Some of these enterprises are newcomers to Ocado’s extensive online supermarket offerings, highlighting the company’s commitment to diversifying its product range while supporting entrepreneurial growth.
In remarks made to The Sunday Times, Ocado Retail’s Chief Executive, Hannah Gibson, highlighted the need for such initiatives, noting that the prevalence of female entrepreneurs remains significantly lower. She stated, “There are far fewer women entrepreneurs out there and we want to support that community.” This sentiment is echoed by Hashemi, who articulates the broader impact, “This isn’t patronising — it’s signposting. Female entrepreneurship rates in the UK are 30% behind other developed countries.”
The ‘Buy Women Built’ campaign aligns with Ocado’s previous ‘Buy British’ initiative, wherein online sections were dedicated to promoting British-grown food products. This consistent strategy reflects Ocado’s broader commitment to fostering entrepreneurship and supporting local and minority-led businesses.
By championing female-founded brands, Ocado’s ‘Buy Women Built’ campaign sets a precedent for supporting diverse entrepreneurs.
