Proudfoots’ Valerie Aston on leadership and equality in convenience

For International Women’s Day 2025, Nisa is shining the spotlight on the contributions of women in convenience retail.

Valerie Aston, who is director at Proudfoot Supermarkets and trustee of Nisa’s Making a Difference Locally (MADL) charity, began her career in retail in 1980 as an office junior.

Soon, her work ethic saw her rise through the ranks, eventually overseeing buying and distribution at a 625,000 sq.ft. distribution centre supplying stores across the North of England and Wales.

In 1993, Valerie and her family relocated to Scarborough, where she joined Proudfoot Supermarkets, an independent family-run group committed to serving the local community. Since joining, she has played a crucial role in reshaping the business, consolidating operations, and modernising stores.

The 2024 ACS Local shop report showed that despite women making up 65% of the convenience sector workforce, they remain underrepresented in senior roles. Valerie has experienced these challenges but has overcome them through confidence, industry knowledge and resilience, she says.

“We need to ensure women are recognised, supported, and have equal opportunities to progress. It’s not just about getting a seat at the table but about being heard and valued,” she says.

International Women’s Day is about celebrating achievements and driving change. Valerie’s vision aligns with the words of feminist icon Gloria Steinem, she says: “The story of women’s struggle for equality belongs to no single feminist nor to any one organisation, but to the collective efforts of all who care about human rights.”