International Women's Day 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 OMGTea, 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.”

OMGTea founder, Katherine Swift, says:

"It's a real honour to be collaborating with Buy Women Built and other female entrepreneurs for International Women's Day. Seeing my photo and those of so many other inspiring female entrepreneurs in the window of Wholefoods Market on Kensington High Street took my breath away. We truly are stronger together."

OMGTea founder, Katherine Swift at Wholefoods 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”.

The campaign can be followed on Instagram and other social media platforms. 

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. 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. | Instagram | Linked In

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:

Stores contain a wide selection of gluten-free, vegan, plant-based and other special-diet products.

UK stores have bakery, body care and beauty departments as well as butchers, fishmongers and cheesemongers in the four large stores.

Whole Foods Market has two charitable foundations, the Whole Planet Foundation and Whole Kids Foundation