I think smaller supermarkets are a good strategy for WOA. Some...

I think smaller supermarkets are a good strategy for WOA. Some IGAs in my area are becoming very popular because they have better products than the big 2 supermarket chains. There may be half an isle of food marketed as environmental/ health conscious but much of it is just that - marketing. Still full of sugar, salt, chemicals. Wrapped in loads of unneccessary packaging. No concern about food miles or renewable energy inputs. A lifecycle analysis of the environmental impacts would show a lot of deficiencies.

It's enough for some people but there is growing numbers of conscious consumers who see straight through it and are looking for food products that more genuinely support environment and health. So far it looks like WOA is doing that, will actually do the maths to be able to claim carbon neutrality in products.

Regenerative, low carbon products in small supermarkets in areas with higher concentrations of conscious consumers looks good to me. Having this approach, direct sales to restaurants, and the online strategy is good. One or two of these strategies may prove most effective and efficient but at least the company will know and can take it from there.