HMP Oakwood opens 'Cherry Blossom' marketplace, the first of its kind for prisoners 

The first-ever supermarket training academy in a prison, by Iceland Foods, will open its doors to prisoners at G4S-managed HMP Oakwood.

It is part of the new ‘Cherry Blossom’ marketplace, which offers prisoners the chance to gain valuable work experience across a range of roles and use their prison earnings to purchase goods. 

HMP Oakwood, near Wolverhampton is a Category C training prison which holds more than 2,100 men.

At least 20 prisoners will work in the marketplace as baristas, industrial cleaners, kitchen porters at the cafe ‘Hopeful Grounds’, and in the Iceland training facility in customer services, warehousing and packing roles. There is also a sweet shop, a home furnishings shop called ‘Home Comforts’, a health food shop and a sportswear store.

Men will complete all the relevant vocational qualifications available through the education team in the prison alongside their work experience, to give them the best possible opportunity for a new start. 

Sean Oliver, Director of HMP Oakwood said: “Cherry Blossom is intended to help rehabilitate prisoners by creating an employment and educational pathway that incorporates work experience in the prison for both long and short-term prisoners in various different sectors to help lead to employment on release.” 

“'The aim of Cherry Blossom is to encourage positive behaviour which in turn will support stability and safety. It will also provide purposeful activity through employment and will give prisoners a chance to practice core resettlement and life skills such as budgeting.”

Paul Cowley MBE, Director of Rehabilitation at Iceland Foods said: “Helping prisoners gain work experience and develop essential skills is the right thing to do, and we’re proud to support HMP Oakwood with the introduction of the marketplace. Meaningful opportunities like this help prepare individuals for life after release, reduce reoffending, and benefit society as a whole.

“The Iceland training academy within Cherry Blossom will provide prisoners with valuable retail experience, equipping them with the skills and confidence to rebuild their lives. This initiative also reflects our ongoing commitment to supporting ex-offenders through our Second Chance scheme, which has helped more than 680 individuals find employment since its launch.” 

Only the best behaved prisoners on the highest incentives will be able to work at or visit the market. Men can purchase vouchers from the kiosk on their wing using their prison earnings, to spend in the market up to a maximum value of £25 per week. Vouchers are available in denominations of 50p.



Both G4S and Iceland Foods have invested in the project. Iceland has donated shelving, baskets, signage, three chest freezers and branded uniforms for the men working in the supermarket. The range offered by Iceland has also been curated specifically for Cherry Blossom, with 69 frozen and 380 grocery products supplied.