Is it sexist to promote female founders? Row erupts as business owner slams Ocado ‘aisle’ of products made by women-led start-ups as ‘special treatment’

A furious row has erupted after a female founder slammed Ocado for launching an aisle of products filled with items made by women.

The upmarket online grocer launched the ‘aisle’  stocked exclusively with products from female-founded businesses earlier this month. 

The Buy Women Built aisle is thought to be the first of its kind offered by a major UK supermarket, and offers more than 1,000 products from 130 brands across food and drinks, health and beauty, home care and cleaning and children’s ranges.

However, Juliet Barratt, the founder of protein bar range Grenade, slammed the move saying she ‘never wanted special recognition for being female’.

Taking to LinkedIn, Juliet added that all founders ‘deserve the same opportunities and the same rewards,’.

However, many people were quick to disagree with Juliet and argued women face more challenges in business.

The upmarket online grocer launched the ‘aisle’ stocked exclusively with products from female-founded businesses earlier this month

However, Juliet Barratt, the founder of protein bar range Grenade, slammed the move saying she ‘never wanted special recognition for being female

‘Female Founded Brands – special treatment?,’ she wrote in a LinkedIn post.

‘I’m actually quite shocked to read about Ocado launching an aisle for female founded brands. Don’t get me wrong, I’m a massive supporter of female founders and am one, but I’m also a massive supporter of male founded brands, husband and wife founded brands, family founded brands, in fact of anyone who got off their a^^^ to start a business.

‘I understand why Ocado shoppers would want to know about the female founders and support them but surely, they should have the same opportunity to support ALL founder led businesses.

‘As a female Co Founder, I never wanted special recognition for being female. I was just a founder. I never wanted to talk on women in business panels, I just wanted to talk on business panels. Business is tough and all founders face challenges. They all deserve the same opportunities and the same rewards.

‘A big ‘Good on you’ to ALL founders, female, male, non binary, the list goes on. You ALL deserve to get recognition for your achievements and your own aisle in Ocado,’.

The ‘aisle’ appears as a page on the their website 

 Sharon Redrobe, the director of Little Soap Company said she was ‘so disappointed’ by the comments adding ‘this isn’t about favouritism—it’s about redressing the balance,’. 

Dominie Fearn, founder and director The Wild Hare Group, agreed adding: ‘I do get this but we can celebrate certain groups can’t we? My thoughts are Ocado Retail are trying to help balance the workforce. 

‘I worked for many of my years only alongside men. I do feel that woman can feel more daunted to start a business and this is a ray of light, to say – look we all did it. 

‘All good ideas will always be celebrated as these will resonate in listings and sales. This campaign to me is a nudge to everyone, to go give it a try. It made me smile,’.

However, many comments agreed with Juliet.

Jolyon Bennett, CEO of Juice, wrote: ‘I totally agree Jules. Silliness. It’s actually easier for women to start a business as they have their shit so much more together than most men,’.

Joseph Battle, the founder of Rising Snacks, wrote: ‘Will this encourage better brands or just s*** ones created by women. If you good enough you get noticed. If you want it you get noticed. Whatever you are.’       

People were quick to argue over the merits  of the scheme

The new Ocado aisle features the backstories of a number of founders will also be featured on the site, allowing customers to learn about the ‘people behind the products’, the retailer said.

Ocado said its online model provided a route to market for many emerging brands by offering a ‘foot in the door’ and an opportunity to reaching a national customer base.

A survey for the grocer suggested 64 per cent of consumers believed it was important to champion female-founded businesses to help inspire more women and create more opportunities, while 51 per cent said they would buy more female-founded brands if they were clearly signposted.

Ocado Retail chief executive Hannah Gibson said: ‘I know how important it is to support female entrepreneurs, especially those who are just starting out, and create a space where female-led businesses can thrive.

‘By collaborating with Buy Women Built, we’ve been able to curate an amazing selection of products from inspiring brands, and support a movement that helps nurture female entrepreneurship.’

Sahar Hashemi, founder of Buy Women Built, said: ‘The dedicated Buy Women Built aisle at Ocado represents a powerful step towards fostering a more inclusive and innovative marketplace.

‘Every item in this aisle tells the story of a woman entrepreneur breaking barriers, and with each purchase we are not only helping to create a stronger economy but also inspiring the next generation of young girls to dream bigger.’

Consumers have the power to drive change simply by choosing brands that share their values, and through this collaboration, we’re able to make that choice easier and more impactful

Amelia Christie-Miller, founder of Bold Bean Co, which is stocked in the aisle, said: ‘Being part of the Buy Women Built initiative with Ocado feels like a pivotal moment for Bold Bean Co.

‘It’s not just about reaching a broader audience but about amplifying a movement that supports women-led businesses.

‘Consumers have the power to drive change simply by choosing brands that share their values, and through this collaboration, we’re able to make that choice easier and more impactful.’