As major retailers adjust to President Trump’s recent executive order investigating private-sector diversity, equity, and inclusion (DEI) programs, Black-owned businesses are grappling with potential consequences and urging consumers to think carefully about boycotts of such retailers as Target.
The Black Companies Affected
One such business is Goode Foods, a family-owned company with a remarkable story of growth and resilience. Founded in 1991 by former pharmaceutical sales executive Emile Johnson, who faced career roadblocks, Goode Foods began by supplying canned vegetables to Chicago WIC centers.
Over time, it evolved into a national brand, becoming the first Black-owned baby food line available in major retailers, The Triiibe.com reported.
According to its TikTok account, the company experienced exponential growth during the pandemic, expanding its reach from 200 stores to over 4,000, including major retailers such as Target, Food Lion, and Shaw’s. Following the founder’s passing, his family continued his legacy, even featuring his image on their product labels.
@gooderecipes Shopping with purpose means making Goode choices! Even if your usual store isn’t on the list, a quick trip to Target, Kroger, or Walmart could mean the world to a small family business like ours. Support Goode Foods, where every can supports healthy living and family values. 💛 #blackgirlmagic #blacktiktok #blackwomen #blackhistorymonth #blackexcellence #foodtiktok ♬ Aint No Stoppin Us Now – DJ Party
Goode Foods’ challenges intensified after Target announced plans to conclude its DEI goals and cease participation in diversity-focused surveys, including data sharing with the Human Rights Campaign.
“As a retailer that serves millions of consumers every day, we understand the importance of staying in step with the evolving external landscape,” wrote Kiera Fernandez, Target’s chief community impact and equity officer, in a memo.
Despite these changes, Goode Foods and other Black-owned businesses caution against boycotting major retailers.
Andrew Johnson, co-founder and Emile’s son, emphasized, “Target and Walmart have helped launch more Black-owned brands than any other store combined, and it’s not even close.” He added, “Boycotts hurt thriving Black businesses at these stores.”
@gooderecipes Folks didn’t want to listen. First they said boycott Walmart, now they’re saying boycott Target smh. Their legal teams are telling them to do that so they don’t get sued in the wake of the new administration. Goode Foods just got invited to a DEI event next month smh. We gotta stop reading headlines and telling people to boycott every store. Let’s just be selective in our shopping because it hurts all of the thriving Black businesses at these stores. Target and Walmart have helped launch more Black-owned brands than any other store combined, and it’s not even close. ✔️ All the people talking on here have never had any direct interaction with any of these stores corporate headquarters 😩 #target #dei #diversity #equity #boycott #blackownedbusiness #greenscreen ♬ original sound – Goode Foods
Tabitha Brown, who sells products at Target, Walmart, and Amazon, expressed similar concerns in an Instagram video.
While she acknowledged the frustration driving boycott calls, Brown highlighted their unintended consequences, “Our sales would drop, and our businesses would be hurt… Then, those companies get to say, ‘Oh, your products are not performing,’ and they can remove them from shelves.”
Other Black entrepreneurs, including Melissa Butler, CEO of The Lip Bar, the largest Black-owned makeup company, and Chantel Powell, CEO of Play Pits, are other companies that will be challenged based on the executive order.
This shift follows President Trump’s executive order targeting “illegal” DEI programs, spurring companies to roll back their commitments. Target’s move is part of a broader trend among corporations retreating from inclusion initiatives, marking a significant shift in corporate America’s approach to diversity.
Brown underscored the stakes for minority business owners, “It’s for everyone who owns a woman-owned, minority-owned, or Black-owned business. So many of us have worked tirelessly to get our products onto retail shelves — to finally be recognized and validated in retail. Contrary to popular belief, it has been extremely challenging for Black-owned businesses to gain this visibility.”
The situation illustrates the complex relationship between major retailers, minority-owned businesses, and DEI initiatives. While activists call for boycotts in response to policy rollbacks, business owners advocate for nuanced approaches that avoid harming the communities they aim to uplift.
Brooklyn Tea co-owner Jamila Wright, whose products recently appeared on Target shelves, shared her disappointment in an exclusive statement to Finurah.
“These decisions impact not only Black and Brown business owners but also an entire community of consumers who might not otherwise be supported on a corporate level by retailers,” she said.
Wright stressed the importance of intentional consumer support, “Representation matters, so we will have to be even more deliberate about supporting brands that are important to us. I hope companies like Walmart and Target continue to support Black-owned brands that have earned their space on shelves.”
She also noted that even with the DEI measure, if a Black business makes it to “mass retail, it is no small feat.”
Brooklyn Tea has also secured shelf space at Wegmans, a market that refused to end its DEI initiatives, stating on its website that their corporate values invests in a “culture of belonging.”
For businesses like Goode Foods, these policy changes could jeopardize future opportunities for innovation and growth.
The company’s exclusive partnership with Target to produce items like cranberry sauce demonstrates the value of these collaborations.
However, with DEI initiatives in question, the road ahead for minority-owned businesses in major retail chains remains uncertain.
As Brown noted, “I know that something that can solve this is ownership of these big corporations. But it’s a long way to go.”
The fight for equity in retail continues, with consumers, business owners, and corporations grappling over how to sustain progress without losing ground.
