Iceland Foods has taken a novel step in prisoner rehabilitation by opening its first branded supermarket within HMP Oakwood in Staffordshire. This initiative is part of a broader “marketplace” trial managed by the security firm G4S, which aims to support prisoner rehabilitation through employment and skill development.

The store, which launched in March, is fully stocked and branded by Iceland, while the day-to-day operations and staffing are overseen independently by G4S. Selected inmates work at the store, gaining practical retail experience and earning credit that they can spend at the Iceland store or other outlets within the prison’s Cherry Blossom marketplace. This setup aims to simulate a sense of normality for prisoners, whilst simultaneously providing training to enhance their employability upon release.

Richard Walker, executive director at Iceland Foods, described the initiative as “bold” and “practical,” emphasising its foundation in trying different approaches to achieve better rehabilitation outcomes. Speaking to The Grocer via a LinkedIn post following the store’s opening, Walker said, “We are proud to be supporting their innovative approach to rehabilitation and social reform. It is not about soft justice. It is about common sense. Giving people purpose and helping prevent reoffending.”

The store functions as a “training academy” designed to equip inmates with skills that will aid them in securing employment after their sentences end. Successful participants can be connected with Iceland’s head of rehabilitation, Paul Cowley, who assesses if they are suitable for roles within the company through its Second Chances Scheme. Since the scheme’s launch in 2022, Iceland has employed 350 former prisoners and offered employment to a further 300.

Looking ahead, Cowley plans to expand the initiative significantly, aiming to employ over 3,000 ex-prisoners across Iceland’s supply chain. Iceland is also spearheading efforts to establish a coalition of food and drink companies to create thousands more job opportunities for former prisoners in the sector. This coalition would relaunch the Second Chances Scheme as a standalone not-for-profit organisation, collaborating with partner companies to find suitable roles for prison leavers.

In addition to the in-prison supermarket trial, Richard Walker and Paul Cowley were part of a group of business leaders who met with UK justice secretary Shabana Mahmood and prisons minister James Timpson in October. The discussion focused on developing a “blueprint” for businesses to enhance their employment of former prisoners, a move aimed at addressing the UK’s rising prison population.

Walker summed up the initiative’s ethos by stating, “These are individuals who want to move forward and contribute. With the right support they are doing exactly that.” The Iceland model currently remains cautiously managed and well monitored but is being developed to become a scalable framework that other retailers can adopt in support of prisoner rehabilitation and reintegration.