Channel 4 and Lloyds Bank have revealed the five black-owned businesses that have secured £500,000-worth of free TV advertising and tailored business advice as part of the ‘Black in Business’ initiative.
The selected businesses are Dalgety Herbal Teas, ethical fashion brand LØCI, The Gym Kitchen, The Turmeric Co. and hair care brand TreasureTress.
Each individual business will receive £100,000 worth of airtime and a bespoke TV advert, alongside six months of tailored marketing and business support from Channel 4, Lloyds Bank and social enterprise DOES.
“Devising and running this important scheme has been an absolute privilege for the team at Channel 4, who are often at the forefront of providing platforms for lesser heard voices,” Channel 4 client strategy and communications partner Clare Peters said.
“When our research highlighted the obstacles faced by Black-owned businesses, we wanted to make a tangible difference by offer practical support to directly target some of the issues.”
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She continued: “It is our sincere hope is that this scheme kickstarts wider awareness of the challenges faced and prompts action across the industry to deliver more equal opportunities for all entrepreneurs and business owners regardless of their background and ethnicity.
“I’m absolutely delighted for the five successful beneficiaries of this year’s scheme, and we’re looking forward to now working with them to create five epic TV campaigns that supercharge the growth of their businesses.”
The initiative was announced earlier this year after research commissioned by Channel 4 revealed that Black entrepreneurs face more obstacles setting up and running their businesses than their white counterparts.
Lloyds Banking Group business and commercial banking CEO Elyn Corfield add: “We are thrilled to announce the beneficiaries of the Black in Business initiative. The impressive number of applications speaks to the remarkable entrepreneurs who applied, highlighting the vast breadth and potential of Black entrepreneurship in the country.
“This initiative builds on our commitment to support Black-owned businesses and marks significant progress towards our long-term goal of creating equity for Black-owned businesses.”
