September 11th 2023.
Lloyds Bank and Channel 4 are teaming up to provide support to five British Black-owned businesses through their new initiative, Black In Business. The five businesses will receive half a million pounds worth of airtime and tailored marketing and business support. This is a part of Channel 4’s ongoing commitment to improve Black representation on-screen and across the TV industry.
Research done by Channel 4 found that Black entrepreneurs face more obstacles running their businesses than their white counterparts. This initiative aims to help Black businesses by providing them with marketing and PR support, finding new clients, and TV advertising.
The five businesses chosen to receive this support include Dalgety Herbal Teas, founded by Mark Dalgety, LØCI, by Emmanuel Eribo, The Gym Kitchen, founded by Segun Akinwoleola, The Turmeric Co from Thomas Robson-Kanu, and TreasureTress, founded by Jamelia Donaldson.
Clare Peters, Channel 4’s client strategy and communications partner, hopes that this initiative will open up more doors for Black businesses in the UK. She believes that this program will bring awareness to the challenges faced by Black-led businesses and prompt action across the industry to ensure equal opportunities for entrepreneurs and business owners.
Production on the TV ads will begin in fall 2023 and will hit screens in January 2024. This is an exciting opportunity for these five businesses, as they will have the chance to reach a wider audience and grow their businesses.
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