Ocado’s new B Corp aisle: A step towards sustainable shopping

Ocado creates dedicated space for B Corp certified products

Ocado Retail has launched a Future of Food aisle featuring more than 1,100 products from over 35 B Corp certified suppliers. The dedicated section brings together brands including Pip & Nut, Alpro, Method, and Teapigs in a single browsing location within the grocer’s online store.

The initiative forms part of Ocado’s wider Eco Shop platform. It launched during B Corp Month in response to customer research showing that shoppers want sustainable options but need retailers to make them easier to find.

Jo West, Head of Sustainability at Ocado Retail, explained the thinking behind the project. She said the B Corp aisle makes greener choices simpler for customers by gathering certified brands in one place. The approach removes the need for shoppers to search through multiple categories to find products that meet specific environmental and social standards.

B Corp certification requires companies to meet verified standards of social and environmental performance, accountability, and transparency. Suppliers must undergo rigorous assessment covering their impact on workers, customers, community, and environment. The certification provides a recognised benchmark that helps businesses demonstrate their commitment to operating responsibly.

How Ocado’s operational model reduces waste

The new aisle builds on Ocado’s existing sustainability infrastructure. The company operates with a highly automated supply chain that keeps food waste between 0.04% and 0.4%. Traditional offline grocers typically see waste rates of 2% to 3%.

This difference comes from several operational factors. Robotics handle 30% to 40% of picking in Ocado’s warehouses. Products move through fewer stages between supplier and customer. Consequently, items arrive with longer remaining shelf life than produce that has passed through distribution centres and sat on store shelves.

The automation reduces handling damage. It also allows precise inventory management based on actual orders rather than anticipated demand. Therefore, the system orders only what customers have requested rather than stocking shelves with products that may go unsold.

Ocado’s Planet Together strategy sets out the company’s broader environmental targets. The grocer aims to reach net zero emissions by 2040 across its entire value chain. It also plans to halve the environmental impact of packaging by 2030. The Science Based Targets initiative has validated these commitments.

Several partnerships support the delivery of these goals. Ocado works with the Soil Association through the Farm to Fork programme. This collaboration supports UK farmers transitioning to agroecological practices. It provides access to demonstration farms and training resources.

Over five years, Ocado has rescued 350 tonnes of surplus food through its partnership with The Felix Project. This equates to more than 1.3 million meals redistributed to people who need them. The arrangement tackles food waste while addressing food insecurity in local communities.

Recent trials in reusable packaging show strong uptake

In August 2024, Ocado completed a trial of reusable packaging for online deliveries. The scheme achieved an 83% return rate for reusable vessels. It eliminated 96,000 single-use packaging components during the trial period.

At peak participation, reusable options accounted for 43% of sales compared to single-use alternatives. This uptake rate suggests significant customer willingness to adopt reusable systems when they are convenient and well designed. The trial won industry recognition for its approach to reducing packaging waste in online grocery retail.

Ocado has removed 193 tonnes of packaging since 2021. This includes 32 million individual components across its product range. Recent innovations focus on materials that are easier to recycle and designs that use less material overall.

The company introduced recyclable mono-material packs for bacon. These use 60% less plastic than previous versions and save approximately 6 tonnes of plastic annually. Redesigned lids for dips and similar products eliminate 7 tonnes of cardboard each year. Small changes across high-volume products create substantial cumulative reductions.

All whole produce in Ocado’s Own Range now carries LEAF Marque certification. This standard verifies that farming practices meet specific environmental criteria covering soil health, biodiversity, water management, and energy use. It provides customers with assurance about how fresh produce was grown.

Ocado recently expanded its health and wellness offerings through a partnership with Holland & Barrett. This adds another dimension to its product range for customers seeking specific dietary or lifestyle choices alongside environmental considerations.

What these developments mean for UK food retail

The Future of Food aisle addresses a documented gap in the market. Research consistently shows that most shoppers want to buy sustainable products. However, many find it difficult to identify which options meet their values when faced with thousands of choices.

Creating a dedicated space for certified brands removes friction from the decision-making process. Customers who prioritise sustainability can browse a curated selection rather than checking individual product credentials. This approach may increase sales for B Corp suppliers by improving their visibility.

For suppliers, the dedicated aisle offers valuable exposure. Small and medium-sized B Corp certified brands often struggle to compete for attention against major household names. Featuring them together in a distinct category creates a level playing field based on shared certification rather than marketing budgets.

The move could influence competitor behaviour. If Ocado demonstrates that curated sustainability sections drive sales and customer loyalty, other grocers may adopt similar approaches. This would benefit B Corp certified suppliers across the sector and potentially accelerate the growth of verified sustainable products in mainstream retail.

Ocado’s low waste figures provide evidence that online grocery models can outperform traditional retail on environmental metrics. The 0.04% to 0.4% waste rate shows what is achievable with demand-driven ordering and automated handling. Physical supermarkets face structural challenges in matching these numbers due to the need to keep shelves stocked with products that customers might want.

However, online retail carries its own environmental impacts. Delivery vehicles generate emissions, although Ocado uses electric vans for an increasing proportion of its fleet. Packaging requirements differ from in-store shopping, though the reusable packaging trial suggests solutions are emerging. The overall environmental balance depends on factors including delivery route efficiency, packaging systems, and customer behaviour.

Important details about the launch

• The Future of Food aisle contains over 1,100 products from more than 35 B Corp certified suppliers available through Ocado’s online platform.
• Ocado maintains food waste levels between 0.04% and 0.4%, significantly lower than the 2% to 3% typical for traditional grocery retailers.
• The company’s reusable packaging trial in August 2024 achieved an 83% vessel return rate and eliminated 96,000 single-use packaging components.
• Since 2021, Ocado has removed 193 tonnes of packaging materials, including 32 million individual components across its product range.
• All Ocado Own Range whole produce now carries LEAF Marque certification, which verifies environmental standards in farming practices.
• Ocado has committed to reaching net zero emissions by 2040 across its entire value chain, with targets validated by the Science Based Targets initiative.

Considerations for businesses selling to supermarkets

B Corp certification is becoming a more significant factor in retail partnerships. Suppliers who achieve certification may find new opportunities as grocers create dedicated spaces for verified sustainable brands. The certification process requires substantial preparation and ongoing compliance, but it can differentiate products in crowded markets.

Companies supplying major grocers should monitor how initiatives like Ocado’s Future of Food aisle perform. If these curated sections prove commercially successful, retailers will likely expand them and seek additional B Corp certified suppliers. Early movers may secure advantageous positioning before categories become saturated.

Packaging innovation represents another area where suppliers can align with retailer sustainability goals. Ocado’s packaging reductions show that grocers are actively working with suppliers to redesign packaging. Manufacturers who propose solutions that cut material use while maintaining product protection may strengthen their supplier relationships.

Our net zero support services help businesses measure their environmental impact and develop reduction strategies. This work increasingly matters for companies selling to major retailers who have published net zero commitments. Supply chain emissions often form the largest part of a retailer’s carbon footprint, so suppliers face growing pressure to measure and reduce their own emissions.

The shift towards online grocery retail changes logistics requirements. Suppliers need to understand how their products perform in automated warehouse environments and during home delivery. Packaging must protect products through different handling processes than traditional retail distribution. Products that arrive damaged or with short remaining shelf life create problems for online grocers operating on tight margins.

Procurement teams at major retailers now routinely ask suppliers about their sustainability practices, certifications, and improvement plans. Companies that can provide clear, verified information about their environmental and social performance have an advantage in these conversations. Our sustainable procurement guidance helps businesses understand what retailers are looking for and how to present relevant credentials effectively.

Where to find detailed information

The B Corporation website explains the certification process, assessment criteria, and how businesses can begin the journey towards certification. It includes a directory of certified companies and resources for understanding the standards.

Ocado Retail publishes information about its sustainability initiatives, targets, and progress on its corporate responsibility pages. The site includes details about the Planet Together strategy and specific programmes like the reusable packaging trial.

The Science Based Targets initiative provides guidance on setting emissions reduction targets aligned with climate science. The organisation validates corporate net zero commitments and publishes resources for businesses developing their own targets.

WRAP publishes research and guidance on food waste reduction for retailers and food businesses. Its resources cover measurement methodologies, reduction strategies, and industry best practices for minimising waste throughout supply chains.