// Sainsbury’s launches Thrive with Sainsbury’s, a free first of its kind 16-week incubator programme for Black-led start-up businesses
// From the project, five Black-led brands will be hitting Sainsbury’s shelves in 2023
Sainsbury’s has unveiled its first of its kind, free 16-week incubator programme for black-led start-up businesses, that will provide £1 million to supporting their transition to supermarket shelves.
Created and delivered in partnership with Foundervine and Mission Ventures, the big 4 supermarket’s programme is open to entrepreneurial food and drink businesses looking to grow.
Recognising the obstacles that black and ethnic minority business owners face, the supermarket said “whether it’s inadequate funding, lack of social capital and networks, or limited industry knowledge and expertise, it’s tough launching a new brand on such a large scale without access to the right support, and these challenges are often felt even more acutely by black and ethnic minority business owners.”
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It said that ‘Thrive with Sainsbury’s‘ has been designed “specifically to help address these obstacles, offering a bespoke programme of support delivered by expert partners”.
The programme will provide a £20,000 welcome grant to nine successful applicants alongside150 hours of practical one-to-one support and group learning activities.
Funding will also be offered at various stages throughout the process, up to the value of £105,000 per brand that makes its way to a listing at Sainsbury’s.
To qualify for the programme, the business must be founded by a person that identifies as being of black ethnicity or heritage.
The programme comes as part of Sainsbury’s mission to become a truly inclusive retailer, with a focus on increasing diversity within its supplier base and ensuring customers can easily access products that better suit their needs.
From the project, five breakthrough black-led brands will be hitting Sainsbury’s shelves in 2023.
Sainsbury’s director of grocery innovation Silika Shellie-Manso said: “A key focus of our Win in Food strategy is to bring innovation to our customers and at Sainsbury’s we’ve always been passionate about seeking out new or emerging brands.
“As an inclusive retailer, we believe that to offer great food and drink for everyone, it should be made by everyone. We know that despite the strength of ideas and potential amongst black founders, often opportunities and success can be hindered by ethnicity, which is we are starting with this group of the most underrepresented founders first.
By working with brilliant partners, Mission Ventures and Foundervine, to launch Thrive with Sainsbury’s we’re able to give start-up brands access to quality support and services to which they ordinarily would not have access to. Our hope is that this will help them grow and successfully sustain their brands and businesses.
It’s a new approach for us and our hope is that it will drive both meaningful change within the retail sector, while also enabling us to bring more innovation and a broader range of product to our customers. I would encourage anyone who relates to this to apply and am looking forward to seeing what pioneering products are out there.”
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