(AURN News) — On this day 45 years ago, Aug. 10, 1981, a boycott of Coca-Cola led by the Rev. Jesse Jackson‘s Operation PUSH officially ended after the company agreed to significantly expand its investment in Black America.
Coca-Cola committed more than $30 million to Black businesses and communities, including a $1.8 million loan fund for prospective Black investors, 32 Black-owned distributorships, increased business with minority-owned banks and twice as much advertising in Black-owned media.
The agreement followed Operation PUSH’s pressure campaign demanding that major corporations benefiting from Black consumers also create jobs, contracts, ownership opportunities and investment in Black communities.
The Coca-Cola campaign became another example of Jackson’s strategy of using economic boycotts to push corporations for greater investment in Black communities.
The Rev. Jesse Jackson died earlier this year at 84.
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