The New Jersey Devils and Prudential Financial announced Sept. 15 that LeGrand Coffee House was selected as the winning Black-owned, Garden State-based business for this season’s Devils Buy Black Partnership.
The program, which is presented by Newark-based Prudential, is a business and marketing initiative that seeks to expand access and opportunity for Black entrepreneurs. As part of the selection, LeGrand Coffee House will be featured as the Devils helmet brand partner for road games this coming season.
In May, LeGrand Coffee House opened its flagship location in Woodbridge. NJBIZ has chronicled Eric LeGrand’s journey launching the business in his hometown.
The LeGrand Coffee House logo will be displayed on each side of the team’s away-game helmets—a brand exposure that will mark the first time a winner will have the entire slate of road games, giving the opportunity for the fledgling business to take its brand across all the North American cities the Devils visit this upcoming season.
“It is an honor to have LeGrand Coffee House be chosen for the Buy Black Program by the New Jersey Devils and Prudential Financial,” said LeGrand, CEO of LeGrand Coffee House. “I am so thankful to be able to serve Daily Cups of bELieve to the Devils community and inspire them one cup at a time. I will be forever thankful to the New Jersey Devils and Prudential Financial.”
LeGrand Coffee House was selected from an applicant pool of hundreds of diverse, Black-owned, New Jersey-owned businesses from sectors that included media, technology, human resources, wellness, hospitality, food/beverage and more.
In fact, this year’s program drew a record-breaking number of applicants.
Through the program, LeGrand Coffee House will receive expert marketing and business consultation, print and digital advertising exposure, financial wellness counseling with a Prudential Financial advisor, local networking opportunities and more.
The Devils are also working to have LeGrand Coffee served at Prudential Center during games and other events, as well as distributed to the Devils players for the team locker room.
“Eric LeGrand’s entrepreneurial spirit and undeniable ambition is what has led him here today,” said Susan Somersille Johnson, Prudential Financial’s chief marketing officer. “His inspirational story is one of resilience, strength, and passion, all of which are examples of qualities of diverse small business owners. Prudential is proud to partner with the New Jersey Devils to present the Buy Black Program, and to contribute to Black-owned businesses’ growth. Congratulations to Eric, and to all of our winners, who we have no doubt will continue to thrive and make positive impacts in their communities.”
Jake Reynolds, New Jersey Devils and Prudential Center president, says that every year they receive more and more deserving applicants.
“Our selection committee had another extremely difficult choice, but to a person, Eric’s story was impactful, powerful and resonated with everyone and we are proud to partner with Prudential Financial to take LeGrand Coffee House to its highest level of success,” said Reynolds. “Whether you are walking into the store in Woodbridge, drinking a cup at Prudential Center for a Devils game, or getting it delivered to your home, we look forward to spreading LeGrand Coffee House’s ‘Daily cup of bELieve!”