Black-Owned Syrup Company’s Sales Jump 78% After Aunt Jemima Brand Retirement

. Both of these brands, long accused of having racist origins and propagating offensive Black stereotypes, have been key players in the syrup category.There has also been a shift in consumer behavior. In the U.S., where the death of George Floyd and the Black Lives Matter protests have given rise to national conversations concerning racial justice and empowering Black voices, the importance of supporting Black-owned businesses has become more prominent.

Washington’s secret to making this special concoction became a family heirloom. Hoskins says the recipe has been passed to every third daughter in each generation of her family. Starting a business involved a lot of risk for Hoskins—then a schoolteacher raising three girls and going through a divorce. And it didn’t help that no one in her family had ever been an entrepreneur. Launching something like this meant walking off the beaten path.

In time, Hoskins’ gumption and passion for her business opened doors for bigger clients. A trip to the Jewel Food Stores corporate office—where she walked up to reception and asked for an appointment with a buyer—opened the doors for her syrups to make their way onto the grocery chain’s shelves. She credits God for giving her direction and helping her navigate the rocky moments in her life. Along with difficulties concerning the business, Hoskins has survived breast cancer and a massive brain tumor.

For would-be entrepreneurs, Hoskins offers this piece of advice: “Prepare for what you pray for.” From her experience, taking four to five years to understand all the aspects of her business—everything from sales to marketing to bookkeeping to recipe development to packaging—has proved to be invaluable.

Probably because everybody bought the bottles with her picture on the front... Let's check back next quarter

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