Ocado has launched a campaign to promote female-owned brands.
- The campaign features over 1,000 products made by female entrepreneurs.
- ‘Buy Women Built’ sections are now visible across Ocado’s digital platforms.
- The initiative was spearheaded by Sahar Hashemi, founder of Coffee Republic.
- Ocado’s effort aims to address the gender gap in entrepreneurship.
Ocado has introduced a new initiative to spotlight female entrepreneurship through a dedicated campaign titled ‘Buy Women Built’. This campaign focuses on promoting products created by women, thereby including over one thousand items from female-owned businesses.
To enhance visibility and accessibility, Ocado has strategically placed ‘Buy Women Built’ sections across its website, app, and the ‘Inspire Me’ tab, making it easier for consumers to find and purchase these products.
The campaign was initiated by Sahar Hashemi, the founder of Coffee Republic, who convinced Ocado to support this cause. Hashemi’s objective is to boost sales for female-founded brands and inspire more women to pursue entrepreneurial ventures.
In total, Ocado has collaborated with 130 female-founded brands, featuring both well-established names like Little Moons ice cream and Pip & Nut peanut butter, as well as emerging start-ups such as All Dressed Up sauces.
Ocado Retail’s Chief Executive, Hannah Gibson, has emphasised the importance of this initiative by stating, ‘There are far fewer women entrepreneurs out there and we want to support that community.’ This highlights Ocado’s commitment to fostering an environment where female entrepreneurs can thrive.
Sahar Hashemi further commented, ‘This isn’t patronising — it’s signposting. Female entrepreneurship rates in the UK are 30% behind other developed countries.’ Her statement sheds light on confidence issues among women, which this initiative aims to address by showcasing the success of female entrepreneurs.
This move by Ocado follows a previous campaign encouraging consumers to ‘Buy British’, similar in its method of creating online sections to promote local produce.
Ocado’s ‘Buy Women Built’ campaign represents a significant effort to empower female entrepreneurs and bridge the gender gap in the business world.
