Giving Our Best To Ensure Black-Owned Businesses Succeed

2023-24 Buy Black Recipient

PeduL

PeduL is infusing corporate America with culture by leveraging social media, content, and influencers to expose young people to career opportunities they otherwise didn’t know exist.
 
Born in New Jersey with international aspirations, PeduL was created to provide access and opportunities to young people around the globe. To make that dream a reality, PeduL has built the premiere content-first talent platform, so Gen Z can digest new opportunities the same way they would anything else online. PeduL is building the tool for small businesses and corporations to attract young people to the missions and services changing the world, state, city, and neighborhood.

You can find them on LinkedIn, Instagram, Facebook, Twitter, and at pedul.com.

Overview

The New Jersey Devils Buy Black Program presented by Prudential is supporting the next generation of Black business leaders by providing marketing exposure, consultation and other business benefits to help local Black-owned businesses grow and succeed.

Devils and Prudential Financial Buy Black Program

In early 2021, the Devils launched the Buy Black program as part of the team's broader commitment to racial equity. The first-of-its-kind program was designed to help address longstanding disparities faced by Black business owners. These disparities have been created by generations of discrimination and structural racism and have kept Black-owned businesses from growing and becoming tools for wealth creation within the Black community.

The Devils sought to address this problem by leveraging one of our greatest organizational strengths - marketing. Through the Buy Black program, the Devils worked with local Black-owned businesses to provide them with benefits normally saved for large corporate partnerships, including expert consultation, valuable marketing assets, networking opportunities, and use of team marks; all critical tools that can help them grow and scale their business through additional exposure.

Past Winners

LeGrand Coffee House

Through LeGrand Coffee House, founder Eric LeGrand hopes to bring people together and inspire them by providing a "Daily Cup of bELieve" that will remind them to attack their goals each and every day. The launch of LeGrand Coffee House is so much more than simply opening a coffee shop. It is a reminder that we can accomplish anything if we set our heart, mind and focus on that goal.

The flagship location of LeGrand Coffee House is in the Avenue & Green Development at 10 Green Street in Eric's hometown of Woodbridge, New Jersey. Seven days a week, we are brewing our signature coffee roasts, specialty drinks, espresso and various teas while also serving bagels, pastries and other food items. Expanding upon our three core principles of coffee, comfort and satisfaction, LeGrand Coffee House is an inviting and all-inclusive space that encourages customers to socialize and relax. Whether on their morning commute or when they are in need of a midday boost, our goal is to bring people together and inspire them by providing a daily cup of bELieve that will remind them to attack their goals each and every day.

Keep up with all the latest news and information about LeGrand Coffee House on Instagram, Facebook, Twitter, LinkedIn, and TikTok. And if you are not located near Woodbridge, you can shop for LeGrand Coffee House online.

Razu

Razu is a networking and collaborating service for artists in the music industry. They provide music creators the collaborative tools to create and enhance songs virtually.

Razu was created for music artists who are looking for creative talent to collaborate on their music project. Music artists may include Singers, Rappers, Songwriters, Musicians, and Audio Engineers, who can sign up for free to discover new artists and new projects. During the early stages of their careers, many artists are limited to creating music with their friends. An artist's current network may not provide the best support to create. They might lack a great mixing engineer, an amazing songwriter, or even a better session musician. Razu is a community where music creators can discover new talent, regardless of their geographic location. Once an artist finds their collaborative needs, they can collaborate and create a new sound on our platform.

You can find them on InstagramFacebookTwitter, and at razu.io.

Flows Tasty Treats

Flows Tasty Treats has brought visibility to African cuisine through the universal act of snacking. Whether it's nuts or corn, she knows you're going to be eating something familiar in a new way.

Flows Tasty Treats began selling their flagship snack "Toasted Corn and Peanut Mix," that was inspired by a popular snack in Ghana, in a handful of African grocery stores in 2017 with a goal of expanding into ethnic and mainstream markets in America. And they succeeded in that goal, as their product is now sold in a wide range of stores and supermarkets as they seek to make the product a sensation across the country. Most importantly, with each jar you purchase, you provide the gift of education to a student in Ghana and beyond.

You can find them at flowstastytreats.com.

Newark Paper Company

Newark Paper Company is an office supplies and janitorial supplies distribution company, and represents the city's first employee ownership program business under the guidance of Invest Newark.

Newark Paper Company intends to not only succeed in the marketplace, but also hopes that their story can inspire others and catalyze community-led economic development in Newark. Not only are they a Black-owned business but also committed to economic equality and supporting Newark's small business ecosystem. They believe that their status as a City-backed business services provider leaves them uniquely situated to showcase the community benefit of public - private partnerships.

You can find them on Instagram and Facebook and at newarkpapercompany.com.

History

Black businesses and entrepreneurs have been some of the greatest contributors to the innovative, economic, and cultural vibrancy of America. However, dating back to the beginning of our country, discriminatory policies and social practices have forced Black businesses to compete on an uneven playing field, which has contributed to the disparities we see today.

Blocked From Capital

Banks wouldn't provide loans, preventing Black citizens from purchasing homes, starting businesses, and building wealth.

Blocked From Assistance

Assistance from government programs was inaccessible to Black businesses.

Limited Customers

Black businesses weren't as competitive because white customers wouldn't shop with them.

Disparities

  • Despite the challenges they have faced, Black-owned businesses have continued to find ways to succeed and are a crucial pillar of our economy.
  • Black-owned businesses create jobs and enrich our economy, but many of them have remained relatively hidden gems.
  • Imagine how much more they will contribute to our communities, our cities, and our country when more Black-owned businesses have access to the tools that will help them grow and thrive.

Opportunity

  • Despite the challenges they have faced, Black-owned businesses have continued to find ways to succeed and are a crucial pillar of our economy.
  • Black-owned businesses create jobs and enrich our economy, but many of them have remained relatively hidden gems.
  • Imagine how much more they will contribute to our communities, our cities, and our country when more Black-owned businesses have access to the tools that will help them grow and thrive.

Solution

As a first step, the New Jersey Devils launched the Buy Black program in January 2021. This immersive program has been developed to promote and market a select few Black-owned businesses that are located in the communities in which we live, work, play and win.

With access to expansive reach through New Jersey Devils channels and exposure to expert marketing consultation and use of marketing assets typically reserved for larger corporate partners, the selected businesses will receive customized marketing plans that will be executed by the New Jersey Devils to grow and sustain the success of their business.

In October, 2021, the New Jersey Devils and Prudential Financial announced the expansion of their groundbreaking Buy Black program to support and amplify business opportunities for Black entrepreneurs.

In an NHL and sports industry first, Prudential announced it would donate its premier brand placement on the Devils helmet to a Black-owned, New Jersey-based business for select games, creating unprecedented business and marketing exposure.

We are excited to continue this commitment into the 2022-23 season with this year's Buy Black partner again receiving brand exposure on the Devils helmets.

All applicants will automatically be eligible for other New Jersey Devils business and marketing programs and access to exclusive events and networking opportunities.

Bryce Salvador Hockey in New Jersey Helmet Donation

How We Can Help

Partnership

The business selected will become an official team partner with the New Jersey Devils for the 2023-24 season and receive team marketing benefits, including brand exposure on the Devils helmet.

Consultation

The New Jersey Devils marketing partnerships team will onboard selected companies and create a plan and strategy to best achieve their key business objectives.

Amplification & Activation

Fans play the interactive games by downloading the Using the power of our voice and platforms, we will amplify selected businesses alongside our own. While the benefits will be determined based on business needs, this may include, but not limited to the following: social media marketing, email inclusions, website presence, in-game exposure, radio, and more.

Connection

Businesses selected will become part of our respective New Jersey Devils business communities receiving access to exclusive partner events and networking opportunities with Devils corporate partners.

Education

All applicants will have the opportunity to attend a networking series featuring best-in-class industry executives and local business experts to gain best practices, access to resources and business insights.

Application

The Application Period for the Buy Black program has ended. Thank you to all of the businesses that applied!

Eligibility Requirements

  • At least 51% of the business must be Black-owned
  • Must be founded in and/or operating in local markets
  • Must be an independent, non-franchised business
  • Must be formally incorporated

What this program is not

  • This is not a cash investment or an opportunity for financial investment of any form
  • This is not an incubator or accelerator program
  • This is not a business development program
  • This is not a multiyear partnership