Trader Joe's

The ‘Buy Black’ Movement Has Its Limitations | Eater

"Founded and led by Ashley Rouse, this Brooklyn-based jam company experienced explosive, media-driven growth after the George Floyd protests prompted widespread calls to support Black-owned businesses. Between January and June its monthly sales jumped from about $1,500 to $80,000, and between June and December it was featured in nearly 150 roundups — including Food Network, People, and The New York Times — which helped drive the business to roughly $100,000 in monthly revenue and about $500,000 for the year. Rouse, who was eight months pregnant when the surge began, scrambled with a very small team (including her husband and mother) to fulfill orders, and later pursued partnerships with brands like Weight Watchers, Facebook (which profiled her on Facebook Elevate and invited her to speak), and Google (which included the company in its 2020 Economic Impact Report). While grateful for the opportunities and some ongoing collaborations, she worries about sustainability since much of the spike was tied to the political moment that brought attention to Black-owned businesses." - Brittany Hutson