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Jacaranda Books announces tie up with Tesco for Black History Month
Independent Black-owned publishing house Jacaranda Books is collaborating with Tesco supermarket to celebrate Black History Month 2024.
The in-store initiative will see a selection of Jacaranda tiles featured across 55 selected UK stores.
In 2022, Tesco launched its Black Action Plan “to achieve fair and equitable representation across key areas of the business, including an increase in Black-led supplier partners by 2030.”
The collaboration with Jacaranda will mark the first time that Tesco features a publishing house under its Black Action Plan.
The titles selected include Becoming Muhammad Ali by Kwame Alexander and James Patterson, Stick To My Roots: A Music Memoir by Tippa Irie and If I Don’t Have You by Sareeta Domingo.
It also includes Finding Home: A Windrush Story by Howard Gardner and Alford Dalrymple Gardner, whose death at the age of 98 was announced this week.
Living the Dream by Isabelle Dupuy, A Quick Ting On: Black British Businesses by Tskenya-Sarah Frazer, A Quick Ting On: Afrobeats by Christian Adofo, and Bad Love by Maame Blue are also available.
Jacaranda c.e.o Valerie Brandes said: “We at Jacaranda are thrilled to collaborate with Tesco for its Black History Month promotion, spotlighting eight outstanding works and 10 exceptional authors from our fantastic list. These titles represent the richness and diversity of Black British publishing, spanning a range of genres and unique perspectives.”
She added: “This partnership provides an unparalleled platform for Jacaranda’s authors to reach a wider audience, making their powerful stories accessible to more readers. As the country’s leading supermarket, Tesco’s support of our publishing is a crucial step in amplifying Black voices and narratives through this celebration of independent Black publishing and literature.”
Tim Hammerson, book buying manager at Tesco, said: “We’re delighted to be collaborating with Jacaranda Books this year for Black History Month, showcasing some of their titles from 10 different authors. We celebrate diversity and support inclusion all year round at Tesco supported by our Black Action Plan, and we’re also helping customers celebrate the culture and heritage of the Black community by shining a light on some of our amazing Black-owned suppliers at Tesco.”
Jacaranda will launch a promotional campaign in stores and across its platforms. It will also take part in a Black History Month event at Tesco headquarters featuring Living the Dream author Isabelle Dupuy, with funds being raised in support of Sistah Space, a non-profit organisation dedicated to supporting women and girls of African and Caribbean heritage across the UK who have been impacted by domestic and sexual abuse.
