White’s Oats In £500,000 Deal With Ocado

Market leading porridge and oat cereal brand, White’s Oats, has secured a new trading partnership with the world’s largest dedicated online grocery retailer Ocado.

The new contract will see White’s range of porridge oats and granolas including Organic Jumbo Oats; Toasted Oats and Toatly Oaty available on Ocado’s online platform. White’s Oats is a Food NI member.

Building on its existing distribution network to Great Britain through an impressive trading relationship with leading retailers, the Ocado announcement introduces White’s Oats products to an even wider customer base.

According to the BRC–KPMG retail sales monitor for July which looks at activity between July 5 and August 1, over 40 percent of all retail sales remained online in July showing that the uptake of online shopping seen during March-June of 2020 has persisted into July.

Hence, this new venture for White’s Oats reflects the growing trend in online shopping habits.

Stuart Best, Business Development Manager for White’s Oats, says: ”Our new contract with Ocado is an exciting opportunity for White’s as we seek to build our branded distribution in Great Britain.

“Our continued focus is on ensuring supply meets demand for our products.

“This new venture with Ocado will mean that as consumer purchasing behaviour adapts, White’s is well positioned to reach those consumers with its online product listings.

“Having been awarded the UK Best Breakfast Cereal for our organic oats at the UK Quality Food Awards in December last year, we continue to supply customers with nutritionally balanced oat cereals that are of the highest quality and taste, and we are confident that through our 180-year heritage of milling oats and our farming partnerships across the UK and Ireland, we can bring real value to Ocado customers through our product offerings.”

White’s Oats is Ireland’s largest oat miller and has been milling locally grown porridge oats at its mill in Co. Armagh since 1841.