Flake Bake secures £150k of TV advertising from Black in Business initiative
Established in 2008, Flake Bake is run by father and son duo Paul and Mike Williams, producing a range of meat and vegetable Caribbean patties for wholesale from its base in southeast London.
“All our finalists showcased a remarkable blend of purpose, research, and quality that highlights the excellence of black-owned businesses in the UK,”
“We are thrilled to be winners and honoured to be recognised for our hard work and vision,” said Flake Bake founder Mike Williams. “Black In Business will play a key role in helping us connect with customers, driving awareness and growth for Flake Bake to another level.”
Black in Business was created following separate research projects, commissioned by Channel 4 and supported by Lloyds, which highlighted that black entrepreneurs faced more obstacles setting up and running their businesses than their white counterparts. Channel 4 Sales’ research found that 56% of Black owned businesses only receive funding once they had already grown a successful business, compared to just 35% of white business owners who were given the same requirement by lenders.
Meanwhile, Lloyds’ 2022 Black. British. In Business and Proud report revealed that 84% of black business owners have been negatively discriminated against in their entrepreneurial efforts.
Twenty businesses were shortlisted as part of the Black in Business initiative, before being whittled down to the four recipients.
