28th February 2024



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 will be 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 will be 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.
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:“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.”


During the takeover, shoppers will be 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 will 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.


Whole Foods Market said: “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”.

About Griddle

Griddle is a UK based frozen bakery startup, founded by friends Ella & Sophie. Griddle was born from a passion for bakery and a desire to do things better. Griddle is on a mission to create a better-for-you bakery, that’s also better-for-planet.

About Buy Women Built

BWB is a consumer movement to shine a light on female
founded brands, showing who they are and why buying from them creates a
stronger, fairer economy to inspire future generations of women. The BUY WOMEN
BUILT logo is a symbol of recognition for female founded brands. Through the
symbol we aim to shape purchasing decisions and encourage conscious shopping
decisions. The logo allows brands to commercially align with consumers who care
about empowering women. Behind the movement, BWB has a community with over
1000 female founders of consumer brands with a combined turnover of £1.5 billion. 

About Whole Foods Market:
● For more than 40 years, Whole Foods Market has been the world’s leading
natural and organic foods retailer. Whole Foods Market has more than 500
stores in the United States, Canada and the UNited Kingdom (7 stores in the
UK comprising over 800+ staff). To learn more about Whole Foods Market
please visit: