Whole Foods Market has launched an activation in Kensington, London, to celebrate female business founders across the food and wellness industry.

The month-long activation was made in partnership with Buy Women Built (BWB), which unveiled a window showcase at the High Street Kensington flagship store on 25 February.

Whole Foods Market will transform the department store-style windows at High Street Kensington into a tribute to “The Real Role Models”, showing a large-scale visual installation that brings founder stories to life.

This showcase will run until 24 March, with the grocery retailer showcasing over 100 female-founded brands across all six UK stores ahead of Women’s Day on 8 March.

The grocery store will be promoting female-founded brands throughout the month of March, which will be supported by storytelling signage, in-store theatre and social amplification.

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This move is part of Whole Foods’ commitment to backing diverse suppliers and increasing visibility for women-led businesses.

Jade Hoai, executive leader of purchasing at Whole Foods Market said: “By partnering with Buy Women Built and bringing these founders to the forefront of our Kensington windows and across all six of our UK stores, we’re creating meaningful visibility for the women shaping the future of food and wellness.

“We’re proud to provide a platform that not only celebrates their stories but also inspires the next generation of female entrepreneurs.”

This year’s activation builds on the success of prior collaborations, where female-founded brands experienced a significant boost in sales and visibility.

Shoppers can purchase BWB businesses and other female-founded brands in-store at Whole Foods Market locations across the UK throughout March.