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The New Jersey Devils Buy Black Program presented by Prudential is providing marketing services and other business benefits to help local Black businesses grow and succeed.



Black businesses and entrepreneurs have been some of the greatest contributors to the innovative, economic and cultural vibrancy of America. However, dating back to the beginning of our country, discriminatory policies and social practices have forced Black businesses to compete on an uneven playing field, which has contributed to the disparities we see today.

Blocked From Capital

Banks wouldn't provide loans, preventing Black citizens from purchasing homes, starting businesses and building wealth.

Blocked From Assistance

Assistance from government programs was inaccessible to Black businesses.

Limited Customers

Black businesses weren't as competitive because white customers wouldn't shop with them.




How We Can Help

Each business selected will become an official team partner with the New Jersey Devils for the 2021-22 season and receive team marketing benefits.

The New Jersey Devils marketing partnerships team will onboard selected companies and create a plan and strategy to best achieve their key business objectives.

Using the power of our voice and platforms, we will amplify selected businesses alongside our own. While the benefits will be determined based on business needs, this may include, but not limited to the following: social media marketing, custom content produced by the New Jersey Devils, email inclusions, website presence, in-game exposure, radio, etc.

Businesses selected will become part of our respective New Jersey Devils business communities receiving access to exclusive partner events and networking opportunities in each respective market.

Companies selected will have the opportunity to attend speaker series and panels featuring best-in-class industry executives to gain best practices and business insights. In addition, upon conclusion of the 2021-22 season, the marketing partnership teams will conduct an overarching recap of the results with recommendations for future marketing initiatives.


The Application Period for the Buy Black program has ended. Thank you to all of the businesses that applied!

Eligibility Requirements

  • At least 51% of the business must be Black-owned
  • Must be founded in and/or operating in local markets
  • Must be an independent, non-franchised business
  • Must be formally incorporated

What this program is not

  • This is not a cash investment or an opportunity for financial investment of any form
  • This is not an incubator or accelerator program
  • This is not a business development program
  • This is not a multiyear partnership

2020-21 Winners

Flows Tasty Treats

Flows Tasty Treats has brought visibility to African cuisine through the universal act of snacking. Whether it's nuts or corn, she knows you're going to be eating something familiar in a new way.

Flows Tasty Treats began selling their flagship snack "Toasted Corn and Peanut Mix," that was inspired by a popular snack in Ghana, in a handful of African grocery stores in 2017 with a goal of expanding into ethnic and mainstream markets in America. And they succeeded in that goal, as their product is now sold in a wide range of stores and supermarkets as they seek to make the product a sensation across the country. Most importantly, with each jar you purchase, you provide the gift of education to a student in Ghana and beyond.

You can find them at

Newark Paper Company

Newark Paper Company is an office supplies and janitorial supplies distribution company, and represents the city's first employee ownership program business under the guidance of Invest Newark.

Newark Paper Company intends to not only succeed in the marketplace, but also hopes that their story can inspire others and catalyze community-led economic development in Newark. Not only are they a Black-owned business but also committed to economic equality and supporting Newark's small business ecosystem. They believe that their status as a City-backed business services provider leaves them uniquely situated to showcase the community benefit of public - private partnerships.

You can find them on Instagram and Facebook and at