Tesco is shining a spotlight on Black-owned brands across its stores and online this October.
New research commissioned by Tesco reveals greater visibility could encourage more shoppers to buy from Black entrepreneurs. It found that nearly three quarters of Brits said there were factors that would make them more likely to purchase from Black-owned businesses.
Almost one in five shoppers said seeing products stocked in their usual supermarket would encourage them to buy from Black-owned brands, while the same proportion said recommendations from friends or family would influence their purchasing decisions.
Good value for money was the biggest driver at 42 per cent, followed by high product quality at 33 per cent.
Meanwhile, almost half of shoppers said learning the story behind a brand would make them more likely to buy from it.
Tesco is marking Black History Month by highlighting a range of Black-owned brands already stocked throughout the year, with founder stories and imagery being displayed prominently in selected stores and online.
The grocery giant is also running Clubcard Price promotions across featured products during October.
Brands involved include The Black Farmer, AMA’S, Fullerton’s Crisps and Blue Turaco, spanning categories such as African and Caribbean food, drinks, haircare, period care, Christmas decorations and books.
Tesco race and ethnicity network chair Veronica Miller said: “Black History Month is an important opportunity to celebrate the inspiring Black-owned businesses that help make Tesco even more reflective of the communities we serve.
“We’re proud to be shining a spotlight on these brands and sharing the stories behind them, as we are seeing that customers are increasingly interested in supporting entrepreneurs from diverse backgrounds.”
More than a third of consumers surveyed said Black History Month encouraged them to learn more about Black-owned businesses and brands.
Among the businesses being promoted is Fullerton’s Crisps, a British Caribbean brand inspired by the story of James Fullerton, who arrived in Britain during the Windrush generation.
AMA’S, founded by chef Rachel Ama, is also part of the campaign, alongside coffee brand Blue Turaco, which Tesco said is the only African farmer-owned coffee brand in the UK.
Jacaranda Books is continuing its partnership with the supermarket, with a collection available in selected large Tesco stores following year-on-year sales growth through the retailer.
The range includes four paperback editions from Sareeta’s List available exclusively at Tesco for Black History Month, alongside a broader collection spanning fiction, memoir, biography, history, romance and young-adult titles.
Other brands featured across Tesco stores and online include Dalgety Tea, The Gym Kitchen, Port Royal Patties, Amandla Wines, Here We Flo, Flora & Curl, Kulcher Kitchen, March Muses and Jacaranda Books.
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