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Ethical brand ratings and accreditation since 2001

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How ethical and sustainable is Ocado? 

The Supermarket Ethical Ratings Table includes Ocado as part of The Good Shopping Guide. Despite the fact that Ocado hasn’t yet upheld our ethical standards, we have faith that it will eventually adapt in order to do business in a more moral manner. By requesting Ethical Accreditation, which includes a more thorough investigation and recommendations for ethical development, Ocado may be able to boost customer and investor confidence.

More information on the importance of sustainable supermarkets may be found in The Good Shopping Guide to Ethical Supermarkets. Then, in our Supermarket Ethical Ratings Table, compare it to other retailers.

What does Ocado do?

Ocado was founded in 2000 and is an online supermarket retailer. In 2019 Marks & Spencer acquired 50% of the brand. Ocado sells many different grocery products ranging from chilled food to bakery products. Ocado is not just a UK supermarket but also operates in around 10 countries.

For which criteria does Ocado perform poorly? 

Ocado received a low rating for Animal Welfare and Human Rights concerns. The brands treatment of Ocado’s chicks that were considered unprofitable were left to die in a painful way, you can read more on this here.

Ocado was criticised after it applied to the court of appeal after its plans to construct a distribution centre in London were denied.

The brand receives a middle rating for Genetic Modification as there is a mention of soya being GMO-free, but there is no other statement.

Past Criticisms of Ocado’s ethical record

Ocado’s ethical record is greatly impacted by Marks & Spencers as it is part-owned by this brand. Marks & Spencers came under criticism for releasing 30 million honey bees into the British countryside in an effort to “do good for the environment” as environmentalists warned the corporation that this may disrupt the current ecosystems. The firm recognised that it is hard to completely exclude soy from deforested areas from its supply chain, despite its promises to phase it out.

In what areas does Ocado score well for its ethics?

Ocado receives a high score for its Environmental Report as its sustainability page contains targets on GHG emissions, traceable, deforestation-free and packaging. There are also other commitments as well as evidence of the progress. The brand also receives a high Organic rating as Ocado has products that are certified by the Soil Association. Ocado is also a part of the
Vegetarian Society and also sells Fairtrade bananas.

How can Ocado improve its Ethical Rating?

The Good Shopping Guide divides a brand’s Ethical Rating into three categories: the Environment, People, and Animals.

For more specific advice on how to improve its ESG, CSR and sustainability, Ocado may apply for Ethical Accreditation. Ocado may raise its GSG Ethical Rating and adhere to our Ethical Benchmark by improving its Animal treatment, as well as the treatment of its workers.

Why not check out The Good Shopping Guide’s Ethical Accreditation if you work for or with a Supermarket that values ethics and sustainability? Get in touch to learn more about Ethical Accreditation, or complete our short form for an initial ethics and sustainability brand evaluation.

Ethical performance in category


GSG score


GSG category benchmark


Ethical Rating


  • Environmental Report


  • Genetic Modification


  • Organic


  • Nuclear Power



  • Animal Welfare


  • Vegetarian/Vegan



  • Armaments


  • Political Donations


  • Human Rights


  • Fairtrade



  • Ethical Accreditation


  • Other Criticisms


= GSG Top Rating = GSG Middle Rating = GSG Bottom Rating