Wegmans, Meijer, Walmart, Target, Kroger, and FreshDirect are among the retailers showcasing Black-owned companies on their websites in celebration of Black History Month.
Meijer and Wegmans are featuring Black History Month banners on their homepages that direct users to pages featuring the stories of highlighted food makers. Target and Walmart, meanwhile, have incorporated filters in their grocery category search functions that allow consumers to search for and shop these brands.
Throughout February, retailers are also bolstering Black-owned brands in-store with endcaps, special shelving, and other promotions. Select Walmart locations have hosted events where Black business owners had the opportunity to speak directly with customers.
Julie Ndjee of Neilly’s Food, a brand selling rice mixes, sauces, beans, and more, is among the makers featured by Walmart and Wegmans. She told SFA News Daily that their efforts have “definitely given more credibility to our brand in consumers' eyes." She hopes that other retailers follow suit, taking meaningful steps to participate in diversity initiatives.
Kamaal Jarrett of Hillside Harvest, a brand making sauces and marinades, agreed that retailers are helping amplify engagement with Black-owned brands. Walmart featured his company's products in a roundup on walmart.com.
“The increased visibility, even if modest, has had a positive impact on engagement and (sometimes) sales,” said Jarrett, who noted that investments by retailers in marketing are a good way to incentivize shoppers to try these brands.
Lesley Riley of Mama’s Biscuits, said she appreciates Wegmans’ decision to feature her brand's story and notes that the retailer has been a great partner. She is, however, dubious of the sincerity with which some other retailers seek to uplift Black-owned brands.
“Many pledged to bring minority suppliers to the shelves during the George Floyd crisis in 2020. However, in my research, some did work to improve their diverse suppliers and continue to do so, some did for a brief moment, and some never bothered,” she said.
When being highlighted by a retailer, she said the onus is ultimately on the brand to drive success. Riley has taken advantage of diverse supplier programs from various retailers, and mentioned the importance of a mutually beneficial relationship between retailer and brand.
“Retailers are interested in improving their corporate image. So, it’s important they represent [Black-owned companies] to their customer base by adding more diverse suppliers,” she said. “I was able to leverage my minority certifications to gain access to the buyers and decision-makers. Although certification can certainly help you gain shelf space, it's up to you to retain that staying power.”
Riley said that overall, diversity initiatives have been successful, as retailers are making space for Black-owned businesses in an industry that has not traditionally included these brands.
Jarrett said that there is an important distinction when a Black-owned brand is working with a retailer because of a diversity initiative.
“There is definitely a fine line between partnering with a retailer and being leveraged by one. It can be difficult to decipher which is which. Usually, partnerships take the form of multiple opportunities beyond a single post, one day in February,” he shared.
Retailers have been successful in expanding consumers' views, he said, facilitating great relationships born from these strategies. Jarrett noted that successful partnerships require sincerity.
“What has been true for our most successful relationships is that the desire for mutual benefit is acknowledged at the forefront. Much like the round-ups, a true partnership is required for sustained success. Merely checking a box is likely to end in a lose/lose scenario,” he said.
Jarrett indicated that the opportunities for collaboration with retailers are endless, citing examples such as joint recipes, promotions, vlogs, and co-branded social ads, which can promote mutual benefit.
When asked about Mama’s Biscuits’ ability to work with retailers in the future, Riley included that there are opportunities aplenty.
“If your product is good, it will find its way to retailers,” she said.
Related: FreshDirect Showcases Black-Owned Businesses; Three Win Fairway, Naturally New York Pitch Event