On a recent summer Saturday, customers at the Robbinsdale Hy-Vee got more than just their weekly groceries as they pushed their carts through the store.
To mark Black Business Month in August, Hy-Vee not only highlighted products created by several up-and-coming Minnesota Black-owned businesses, but also invited the entrepreneurs behind those products to offer samples of their products and meet the customers buying them.
“It’s super exciting, to have this platform, an amazing opportunity,” said Sylvia Williams, co-owner of Soul Grain granola. “We can inspire the young girl or young boy when they see us and our dreams coming true right here.”
This Black Business Showcase was conceived by Black business advocate and WCCO Radio host Sheletta Brundidge. The broadcaster, podcaster and business owner leveraged her longtime partnership with Hy-Vee to get the heightened exposure for the entrepreneurs, with the in-person sampling and placement of their products on store shelves.
“Small business owners count on me to help promote their brands,” Brundidge explained. “I’ve worked with Hy-Vee over the years and they were excited to join me doing something special for Black Business Month that will have an impact all year long.”
The showcase event gave business founder De’Vonna Pittman the chance to connect with shoppers interested in learning more about her Nature’s Syrup line of skin and hair care products.
“To be here in Hy-Vee is something we prayed for, hoped for, worked really hard for,” Pittman said. “I have two whole shelves in the hair care aisle, Hy-Vee had that space for us. Being here with other female-owned Black businesses means that people see us and know we can create and bring incredible products to the table.”
Shopper Leticia Selmon was already a customer of Nature’s Syrup but was intrigued by other Black-owned products in the showcase.
“I'm using her collagen soap every morning,” Selmon said. “It's good to see Black businesses investing in the food chain, too. Culturally, we like different foods; we like a little flavor. You want to know those basic necessities are coming from people like you.”
Some customers who were already familiar with the authentic Island cuisine prepared at Nadia’s Jamaican Kitchen in Brooklyn Park learned that the signature Jamaican sauces at the restaurant were now bottled and available at Hy-Vee.
Nadia Wotrang shared her entrepreneur’s success story along with samples of her tangy products.
“To start my business, I literally sold my house and used the money,” she said. “I knew my dream, what I wanted to do. I was like, if not now, when? To make a long story short, we now feed Major League Baseball teams! Look at that. Look at God. Amen.”
For Hy-Vee, the showcase focusing on local Black businesses made good business sense.
“Our customers are meeting the entrepreneurs so they can hear about their products and their great stories,” said Robbinsdale Hy-Vee store manager Joe Lowe.
“They feel good about supporting and enriching vendors who live here. They want to buy local. It keeps the money circulating and it helps our community grow and just get better.”