Target Reaffirms Partnership With Black Entrepreneur Program Amid DEI Backlash

Target is renewing attention on its partnership with the Russell Innovation Center for Entrepreneurs (RICE) as the retailer faces mounting criticism for scaling back its diversity, equity and inclusion (DEI) efforts.

According to Black Enterprise, the Minneapolis-based companionship announced Oct. 20 that it will continue supporting RICE, a nonprofit that helps Black small business owners access mentorship, education and growth opportunities. The partnership, launched in 2020 and renewed in 2024, underscores Target’s ongoing collaboration with RICE’s Retail Readiness Academy (RRA), a seven-month course designed to help entrepreneurs navigate the retail industry.

Through the program, participants receive business insights, strategy guidance and exposure to Target’s retail operations. In its latest phase, Target assisted RICE in expanding its cohort and providing mentorship and behind-the-scenes experiences at its stores.

Target has also teamed up with RICE to produce HBCU, Always, a documentary-style series that celebrates historically Black college and university alumni while fostering professional connections.

The renewed focus on RICE comes as Target faces scrutiny for ending its three-year DEI plan earlier this year. The company’s Racial Equity Action and Change (REACH) program, which aimed to increase representation and retail opportunities for Black- and minority-owned brands, was among the initiatives cut.

The decision came amid political and public pressure to scale back DEI programs following federal pushback under President Donald Trump’s administration. In response, Pastor Jamal Bryant launched a 40-day boycott of Target in March, criticizing the company for abandoning its commitments to racial equity. Store traffic reportedly declined for nine straight weeks during the boycott, driven by decreased engagement from Black consumers.

With CEO Brian Cornell’s departure and slowing sales, Target’s renewed promotion of RICE appears aimed at rebuilding trust and reaffirming its role in economic empowerment within the Black community.

By highlighting long-standing partnerships such as RICE, Target is signaling that while it has scaled back broader DEI initiatives, it intends to maintain targeted efforts that support Black entrepreneurs — even as questions remain about the company’s overall commitment to diversity and inclusion.