Hounslow Joins National Good Food Retail Network

Aiming to boost healthy options in local shops

The initiative focuses on increasing the availability and visibility of healthier products.Picture: Hounslow Council

September 23, 2025

Hounslow Council has joined the UK-wide Good Food Retail network, a national initiative aimed at improving access to healthier, affordable food in convenience stores—particularly in areas where residents may have limited shopping options.

Nine stores across the borough are already participating in the scheme, which is delivered in partnership with retail and marketing specialists Rice Marketing. The initiative focuses on increasing the availability and visibility of healthier products, with early results showing a 29% rise in healthier options on shelves.

The programme is designed to support small retailers in making the transition to healthier stock, including free deliveries of fresh fruit, vegetables, and lower-sugar alternatives to sweets and chocolate. These “stock drops” help reduce the financial risk for shop owners trialling new products, while also allowing councils to better understand the operational challenges faced by independent retailers.

Councillor Lily Bath, Cabinet Member for Adult Social Care, Public Health and Transformation, said, “Convenience stores are at the heart of our communities and provide a vital service. By supporting them to stock healthier products, we can improve food choices for everyone, especially school children and residents who may have fewer options when it comes to where they shop.”

The Good Food Retail network was launched in 2019 by Rice Marketing and Impact on Urban Health, and has since grown into a national movement involving over 220 retailers, 13 local authorities, and major wholesale partners such as Bestway. It aims to address health inequalities by making nutritious food more accessible in areas where convenience stores are often the primary source of groceries.

Stephanie Rice, founder of Rice Marketing, described the Hounslow rollout as part of a broader shift in how the sector operates. “This is more than a campaign; it’s a long-term shift. By uniting wholesalers, suppliers, retailers and local government, we’ve created a scalable blueprint for the industry,” she said.

The network has attracted interest from policymakers and researchers, including the University of Oxford’s Healthy Sustainable Places team, and is being considered as a model for wider adoption in the Government’s Ten-Year Health Plan.

Hounslow Council’s involvement reflects a growing commitment to tackling food inequality and promoting public health through local partnerships. Future phases may include expanded store participation, targeted support for culturally appropriate foods, and integration with school and community programmes.