Lloyds celebrates West Midlands talent for 'Black in Business 2024'

Channel 4 and Lloyds have revealed the businesses that are shortlisted for the 2024 Black in Business initiative.

Four Black-owned businesses from the West Midlands are in the running for a combination of free TV advertising airtime, the creation of their own TV advert and business support.

Black in Business is a Channel 4 initiative in partnership with Lloyds, to help tackle structural obstacles that Black entrepreneurs face when setting up and scaling businesses.

'Lloyds’ 2022 Black. British. In Business and Proud' report revealed that 84 per cent of Black business owners have been negatively discriminated against in their entrepreneurial efforts.

In addition, Channel 4 Sales research found that 56 per cent of Black owned businesses receive funding only once they had already become successful, compared to 35 per cent of white business owners.

Now in its second year, following the success of the first year, Black in Business will provide £150,000 worth of TV advertising on Channel 4 to four successful businesses, up from £100,000 in 2023.

The winning entrepreneurs will also receive tailored expertise and business advice from Lloyds, plus the creation of their own Channel 4 TV advert. This year’s West Midlands-based shortlisted businesses include:

• Samis Wholesale Cash and Carry and Pride of Africa Foods: A one-stop Cash & Carry and e-commerce business providing African-Caribbean food products for retailers and caterers.

• Flora & Curl: A haircare brand delivering natural, plant-powered products designed for textured hair.

• Nylahs: A textured haircare brand that empowers Black women to embrace their natural hair using advanced ingredient technologies for hair recovery.

• Mojam Afro-Caribbean: A family-owned store specialising in African and Caribbean groceries.

2024 applications for Black in Business closed on 28 October 2024.

Dave Atkinson, regional director for the West Midlands at Lloyds, said: “The West Midlands is a hub for innovative, creative businesses, with the firms on this year’s Black in Business shortlist being four key examples of that energy.

"Their efforts showcase the rich diversity that make this region a powerhouse for new ideas. At Lloyds, we are committed to supporting Black-owned businesses, providing the resources, opportunities, and exposure they need to turn their aspirations into success.”

Ewan Douglas, head of Sales Nations & Regions & Business Development, at Channel 4 Sales, said: “Our shortlist of Black in Business applicants are an incredibly strong group of candidates who all carry tremendous vision and promise in their businesses.

"We’re proud of the impact our initiative will have in providing access to the transformative power of Channel 4 TV advertising and Lloyds’ expertise to these entrepreneurs. Black in Business continues Channel 4 Sales’ track record of using advertising to deliver change within society, such as the Diversity in Advertising Award."