About Us
Built by Buyers | Backing brands with ambition
Our Approach
Our approach is grounded in experience, built on relationships, and delivered with the same clarity and urgency we expected when we were in the Buyer’s seat.
Our Mission
Our mission is to simplify the complexities of retail and empower innovators. Making it easier for great brands to succeed.
Grocery Impact is a tight-knit team of experts with deep industry roots. We’re the people you call when you’re serious about growth.
We’ve always loved seeing great products make it to shelf but as Buyers, we saw many promising brands missing their shot.
After years of buying for some of the UK’s biggest retailers, we saw the same pattern: passionate founders with exciting products, undone by gaps in commercial thinking. If the next generation of food and drink brands was going to succeed, someone had to bridge that gap.
So we built Grocery Impact to do exactly that.
What next?
get started with our retail ready programme; visit our Retail Ready page to find out more…
“For anyone trying to get into retail, she’s the standout. When brands talk about their experience with Food Works, they mention Jo by name. She’s the game changer. She’s the one they remember. If you want to grow or get retail listings Jo is who you want beside you.”
We don’t just help brands launch, we help them make an impact and last.
Meet the Founders
Jennifer Mazure
Jennifer has been helping challenger food brands win and grow in UK retail since 2016.
With 12 years’ experience at Tesco and Sainsbury’s managing £500m+ categories, she brings deep retail expertise and sharp commercial insight. Jennifer knows what buyers want and how to build strategies that deliver results. She’s helped brands secure listings and scale with Sainsbury’s, Waitrose, Tesco, Asda and more, unlocking challenges, accelerating growth, and driving long-term success.
Joanna Walker
Jo brings over 25 years of retail expertise from Marks & Spencer and Sainsbury’s, specialising in product development, buying and marketing.
Since founding Purple Basil in 2015, she’s supported 150+ SMEs—helping brands turn ideas into successful retail launches and scale sustainably. From investor-ready business plans to winning and protecting listings, Jo delivers strategies that drive real growth. A trusted advisor to accelerators and government programmes, she’s worked with the Irish Food Board for 9 years and is a lead mentor on the renowned Food Works programme.
Our Values
Our values guide everything we do, driving progress, building meaningful connections, and delivering great outcomes through dedication, teamwork, and encouragement.
Progress
For the industry, for our clients, for consumers.
Connection
For the industry, for our clients, for consumers.
Dedication
To good food, our clients, and high standards.
Teamwork
Because great outcomes come from collaboration.
Encouragement
We’re your guide, your coach, and your trusted sounding board.
Who We Work With
Startups
Getting retail-ready
Scale-Ups
Expanding listings & reach
International Brands
Entering the UK market