Ocado has been expanding its workforce in the United States after finalizing a partnership with Kroger supermarket.

The London-based technology company, a co-owner of online grocer Ocado Retail along with M&S, has adjusted its efforts to increase the presence of ethnic minority individuals in leadership positions, as part of a broader trend of scaling back diversity initiatives in corporate settings in the UK.

Due to governmental constraints on diversity, equity, and inclusion policies in the US, companies are reassessing their diversity initiatives following directives from President Donald Trump that affected DEI programs in federal agencies and terminated contracts with companies that continued these policies.

Ocado's initial target of achieving 10% representation of ethnic minorities in senior management roles by 2027 has now been extended to 2030. The company attributes this postponement to the high retention rate among its senior managers, which has resulted in reaching 5.6% diversity representation in the latest financial year, up from 4.5% the previous year.

Ocado spokesperson reaffirmed the company's dedication to diversity, equity, and inclusion, emphasizing that the delay in meeting the 10% target does not diminish its commitment to promoting diversity and fostering an inclusive work environment.

In light of Trump's executive order on DEI, various organizations, including Meta, Amazon, and Walmart in the US, and GSK and BT in the UK, are revising their diversity strategies, ceasing or reducing diversity measures. Some companies, such as Haleon, have eliminated specific diversity targets from their executive bonus programs.

Amid apprehensions over sustained financial losses, Ocado reported a pre-tax loss of £375m for its most recent fiscal year, a slight improvement from the £393.6m loss reported in the previous year.