Coca-Cola Ends Boycott with $30M Investment in Black Communities
Forty-five years ago, on August 10th, 1981, a highly publicized boycott of Coca-Cola led by Operation PUSH came to an end after the company agreed to increase its investment in Black communities.
The agreement followed months of pressure from Rev. Jesse Jackson's organization, which demanded that major corporations like Coca-Cola create jobs, contracts, and ownership opportunities for Black Americans.
Coca-Cola committed over $30 million to Black businesses and communities as part of the deal, including a $1.8 million loan fund for prospective Black investors, 32 Black-owned distributorships, and increased business with minority-owned banks.
The company also doubled its advertising in Black-owned media, reflecting its growing recognition of the importance of these markets.