White’s Oats secures £500,000 deal with online supermarket

Co. Armagh porridge and oat cereal brand, White’s Oats, is delighted to announce it 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 from Monday (August 17).

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. The firm processes around 30,000t of oats annually.

Building on its existing distribution network to 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 latest British Retail Consortium and KPMG retail sales monitor, over 40% of all retail sales remained online in July showing that the uptake of online shopping seen between March and June has continued as lockdown ends.

Stuart Best, business development manager for White’s Oats, said: “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.

“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 is part of the Fane Valley Co-operative Society Ltd., owned by local farmers. The firm exports its products as far as the UAE, Hong Kong and Malaysia.