Tesco helps drives sales of Black-owned brands with Black History Month showcase

• Tesco promotes Black-owned brands as nearly three quarters of Brits (72%) say there are factors that would make them more likely to buy from Black-owned businesses.
  
  
• Visibility and accessibility are key, with nearly a fifth (19%) of Brits saying seeing products available in their usual supermarket would encourage them to support Black-owned brands.
  
  

• Almost half of Brits (48%) say that learning the story behind a brand would make them more likely to buy from them.
  
  

This October, Tesco is celebrating the Black-owned brands it stocks all year round to help customers discover more of their products in its stores and online. It comes as Tesco-commissioned research revealed the impact of founders’ stories and other factors that influence customers supporting Black-owned businesses in their weekly shop.

Nearly three quarters of Britons polled said that there are factors that would make them more likely to buy from Black-owned businesses or entrepreneurs ¹.

Some of the top things that would make them more likely to purchase from Black-owned businesses or Black entrepreneurs were:

• Good value for money (42%)
• High product quality (33%)
• Recommendations from friends or family (19%)
• Seeing the products stocked in their usual supermarket (19%)
• Knowing their purchase supports an independent / small business (13%)
• Seeing the brand promoted in store (11%)

With Black History Month taking place in October each year, over one third (35%) of respondents said that it encourages them to learn more about Black-owned businesses and brands ². Information and imagery about Black business leaders is being prominently displayed in a number of Tesco stores across the country throughout October, alongside their products which are stocked all year round.

All of the products from the highlighted brands are great value with Clubcard Price promotions available during Black History Month, and online pages sharing profiles of founders. Customers will be able to easily add products to their basket from brands including The Black Farmer, Ama’s, Fullerton’s Crisps, and Blue Turaco.

Tesco proudly supports and celebrates diversity, equity and inclusion, and the featured Black-owned brands will span African and Caribbean food (including meat products, ready meals, sauces, crisps and snacks), drinks (including wine, tea and coffee), and also haircare, period care, Christmas decorations and books.

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. By helping more people discover these products in-store and online, we hope to support these businesses to reach even more customers while celebrating the contribution they make throughout the year. - Veronica Miller, Chair of the Race & Ethnicity Network at Tesco

Brand Stories

Fullerton’s Crisps

Fullerton’s was created to celebrate the connection between Caribbean culture and British culture, two identities that have been intertwined for generations. They are proudly British Caribbean with Jamaican roots, and wanted to build a brand that reflects the richness, warmth and influence of that heritage in a modern and premium way.

Their inspiration comes from James Fullerton, who arrived in Britain during the Windrush generation and left behind a legacy of pride, resilience, family and culture. His journey represents thousands of Caribbean stories that helped shape modern Britain.

We are absolutely thrilled to be part of Black History Month at Tesco. It’s not just a period for looking back- it’s about lifting each other up, celebrating our rich heritage, and making sure every voice gets heard. As a family brand rooted in Caribbean culture, our story is built on the resilience, creativity, and hard work of those who came before us. This month matters because it reminds us that our history is British history too- and that our communities deserve to be seen, celebrated, and supported every single day. - Shaun Fullerton, Director at Fullerton’s Crisps

AMA’S

Lip-tingling Caribbean condiments by chef Rachel Ama. Scotch bonnets, allspice, real ingredients. Nothing artificial. Not for bland people. Rachel is a chef obsessed with flavour and her Caribbean heritage. AMA’S is that obsession in a jar - real ingredients, deep spice, big love. Made properly. Never watered down.

I’m so grateful to Tesco for this opportunity. As a Black founder, it feels incredible to be seen and celebrated. Black communities have given so much to this country, from music and culture to the food we all love, and AMA’S is my part of that story. To be championed by Tesco and to represent my heritage nationwide means the world. Black History Month is about honouring those who came before us, and I hope the next Black founder sees there’s room on the shelf for them too. - Rachel Ama, Founder of AMA’S

Blue Turaco

Blue Turaco is the only African farmer-owned coffee brand in the UK, championing strong, smooth Ugandan Robusta proudly sourced from smallholder farmers.

At Blue Turaco, they pay fellow smallholders up to 30% more for their coffee, and donate two school meals to children in their farming communities for every bag they sell.

We are excited for even more customers to discover our coffee on Tesco shelves this Black History Month, and to enjoy it all year round. As the first and only African smallholder-owned coffee brand in the UK, we’re proud to champion 100% Specialty Ugandan Robusta and the amazing communities who grow it.- Wycliffe Sande, Founder of Blue Turaco

Jacaranda Books continues their work with Tesco, with an exciting collection of books available to customers in selected large Tesco stores across the country since the end of September. The collaboration began in 2024 and has seen sales of Jacaranda books at Tesco continuing to increase year on year.

At the heart of this year’s collection are four special paperback editions from Sareeta’s List, available exclusively through Tesco for Black History Month:

• Boom Town by New York Times bestselling author Nic Stone
• Hot Water by Bhavika Govil
• Lagos Will Be Hard for You by Ayotola Tehingbola
• Leave Your Mess at Home by Tolani Akinola.
  
  

Sareeta’s List carries forward the publishing vision and legacy of Jacaranda’s late Fiction Director, the acclaimed author and editor Sareeta Domingo, who devoted her career to championing bold new writing and helping authors reach wider audiences.

The wider collection moves across adult fiction, memoir, biography, history, romance, young-adult fiction, and fantasy including:

• Finding Home by Alford Dalrymple Gardner and Howard Gardner
• Stick to My Roots by Tippa Irie
• If I Don’t Have You by Sareeta Domingo
• Becoming Muhammad Ali by Kwame Alexander and James Patterson
• Finding Folkshore by Rachel Faturoti

The wider list of the brands included across Tesco stores and online include:

• Dalgety Tea
• The Gym Kitchen
• The Black Farmer
• March Muses
• AMA’S
• Port Royal Patties
• Amandla Wines
• Blue Turaco
• Here We Flo
• Flora & Curl
• Kulcher Kitchen
• Chaps
• Superdots
• Wha Gwan
• Shyne
• Jacaranda Books

ENDS

Notes

¹ Excludes ‘N/A Nothing would make me more likely to purchase from Black-owned businesses or Black entrepreneurs’

² ’Significantly encourages’ and ‘Somewhat encourages’ answers combined.

• The research was conducted by Censuswide, among a sample of 2,000 UK respondents (nationally representative, aged 18+). The data was collected between 23 and 24 September 2026. Censuswide is a member of the Market Research Society (MRS) and the British Polling Council (BPC), and a signatory of the Global Data Quality Pledge. Censuswide adheres to the MRS Code of Conduct and ESOMAR principles.
  
  
• Tesco is hosting a Black History Month showcase for colleagues at its Welwyn Garden City headquarters in Hertfordshire. Selected brands will be part of the celebrations on the day, along with a guest DJ and the chance to learn more about Tesco’s Health Charity Partner, Diabetes UK. There will also be wider celebrations with events in London, Birmingham, Reading and Manchester for store colleagues and others working across the business.
  
  
• This Black History Month activity falls under The Black Action Plan at Tesco which aims to achieve fair and equitable representation for the UK’s Black community across four key areas by 2030. The eight-year strategy which aims to dismantle systemic racism works across four pillars which are:

• Since 2022, Tesco has set Black talent representation targets at all levels, continued working to accelerate attracting more Black-led suppliers and sales of their products. They have also invested in initiatives which support the Black community.