Jacaranda Books Announce Nationwide Black History Month Campaign with Tesco
Independent Black-owned publishing house Jacaranda Books is proud to announce an exciting new collaboration with leading national retailer Tesco to celebrate Black History Month 2024. The in-store initiative which launches on 30th September 2024, will see a curated selection of Jacaranda titles featured across 55 selected stores nationwide.
The collaboration falls under Tesco’s Black Action Plan. Launched in 2022, it aspires 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 celebrate the richness and diversity of Black narratives, highlighting stories, voices, and experiences from across the Black community.
The selected titles are:
- Becoming Muhammad Ali by Kwame Alexander and James Patterson
- Finding Home: A Windrush Story by Alford Dalrymple Gardner and Howard Gardner
- Stick To My Roots: A Music Memoir by Tippa Irie
- If I Don't Have You by Sareeta Domingo
- 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
- Bad Love by Maame Blue
Jacaranda CEO Valerie Brandes said of the collaboration: ‘We at Jacaranda are thrilled to collaborate with Tesco for its Black History Month promotion, spotlighting eight outstanding works and ten 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.
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 ten different authors. We celebrate diversity and support inclusion all year round at Tesco supported by our Black Action Plan, and this 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."
To celebrate the collaboration, Jacaranda will launch a promotional campaign in-stores and across its platforms, working closely with its authors. The publisher will also take part in a special 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.
The 55 selected stores are:
