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05 Mar 2024

Buy Women Built and Whole Foods Market champion female founders in exclusive collaboration

Buy Women Built and Whole Foods Market champion female founders in exclusive collaboration

Buy Women Built takes over UK’s leading organic supermarket chain - for five weeks. Brands founded by women will be under the spotlight in an exciting - and exclusive - collaboration between Buy Women Built and Whole Foods Market UK (WFM).

Buy Women Built (BWB), is a consumer movement shining a light on female entrepreneurs. For five weeks, starting on Wednesday 28th February, it is taking over all seven stores owned by Whole Foods Market UK to highlight 55 women-built brands stocked by the chain. Signage, shelf stickers, samples and store discounts will be widely featured.

What’s more, for the first time in its history, Whole Foods Market’s flagship store in Kensington High Street has been transformed into a Hall of Fame. Every shop window front will be dedicated to the takeover, featuring pictures of the female founders behind the brands, including Deliciously Ella, Little Moons and Neom.

Nirali Buch Mankodi, Co Founder & Director at Superfoodio, also part of the initiative, says: “It's a pinch yourself moment to be featured in the iconic Whole Foods Market window display alongside a remarkable group of inspiring female founders!

“This recognition is not just about me or Superfoodio; it's a celebration of every female entrepreneur out there defying odds and making their mark in the world of business.”

Julie Kessler, Co-Founder and CEO of Nix & Kix, adds: "Empowering female entrepreneurs is not only levelling the playing field; it's about unlocking unexplored potential, nurturing innovation, and shaping a fairer future for all."

"The aim of the joint campaign is to provide a powerful message to consumers: If you want to empower and support women, it’s easy, just buy from them."

Sahar Hashemi OBE, founder of Buy Women Built and formerly Coffee Republic and Skinny Candy, comments: “Consumers don’t realise how many of the brands they know and already buy in Whole Foods Market are actually female founded.”

“There’s no better time than IWD to inspire female entrepreneurs by showing and celebrating the women behind some of the biggest, powerhouse businesses in the UK available in amazing retailers like Whole Foods Market.”

Natasha Bowes, Founder of Biotiful, says: "March 8th is not only International Women’s Day, but it’s also the 12th anniversary of the day I founded Biotiful, with a mission to make deliciously natural Gut Health accessible to all. Am delighted to join Whole Foods Market and Buy Women Built in championing female entrepreneurs, and I hope this will help to inspire other women to follow and indeed succeed!"

During the takeover, shoppers are able to follow specially designed shelf stickers around the stores to discover women-built brands. They can also enjoy free sampling and exclusive store discounts from big names such as Optibac and Hunter & Gather plus many more.

There is also be a separate Buy Women Built aisle on Deliveroo to allow Whole Foods Market customers to try BWB brands at home. All seven Whole Foods Market stores in London, will be involved in the event: High Street Kensington, Clapham Junction, Camden, Fulham, Piccadilly, Richmond and Stoke Newington.

A Whole Foods Market spokesperson says: “We are thrilled to be partnering with Buy Women Built to shine a light on the fantastic female entrepreneurs that have filled our shelves with exciting and unique products over the years. This collaboration forms part of our commitment to women built brands, and we hope our customers enjoy learning a little more about the faces behind the brands we stock.”

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