WSSN Stories

Rep. Torres on Ambush of L.A. Co. Deputies: Eyes of History are Now Upon Us

Former LAPD Dispatcher Condemns Violence, Urges Justice Reforms in Seeking Peace

POMONA, CA—- Congresswoman Norma J. Torres (CA-35) today responded to news that two Los Angeles County Sheriff’s Deputies were ambushed by a gunman on Saturday while sitting in their squad car in Compton, California. Both deputies, one male and one female, remain in critical condition after undergoing multiple surgeries. The assailant remains at large, and anyone with information about his identity or whereabouts should contact the police immediately to help bring him to justice.

Congresswoman Torres released the following statement:

“I categorically condemn this act of horrific violence. The perpetrator on that chilling video must be prosecuted to the full extent of the law and brought to swift justice.

“As someone who dispatched LAPD officers for nearly 18 years, and who experienced the horrors of a lawless society as a child growing up in Guatemala, this is personal to me. I know how vital the heroes that were attacked last weekend are, because I’ve met the people they protect. Anyone demanding an end to the police, or declaring this violence somehow justified because of other violence, has never heard the calls that I have. Answer the phone when a store clerk is held at gunpoint, or as a child is senselessly murdered on the other end of the line, and then come talk to me about defunding the police. The fact is those calls take place every single day, and two of the people who suit up to protect the public were gunned down on Saturday.

“This attack did not take place in a vacuum though – the moment of reckoning law enforcement is in right now is long-overdue and well-justified. As a woman of color in a country besieged by overt and systemic racism, the anguish fueling tensions on our streets is as real to me as it is to any other minority living in America today. Law enforcement must ensure that nobody is unfairly targeted, persecuted, and yes, murdered, by unchecked police aggression. That has not happened for black Americans and it has not happened for brown Americans.

“The oath to serve one’s community is sacred, and we honor those who live by it when we refuse to tolerate those who break it. These officers did nothing to deserve what happened to them on Saturday, but as they struggle to recover, the eyes of history are now upon us as our region struggles to respond.

“The burden is on law enforcement to earn the public’s trust, but whether or not they are allowed to earn that trust is up to each and every American. In that sense, we all have a role to play in making this a safe and tolerant country. We will sink or swim together, whether we realize it or not. I pray we realize it, act upon it, and become the agents of change our society desperately needs.”

Congresswoman Torres spent nearly 18 years working as a 9-1-1 dispatcher for the Los Angeles Police Department, and has maintained long and productive relationships with law enforcement officials throughout her time in public service. That history has not stopped Torres from being an outspoken critic of police brutality, and used her experiences as a dispatcher to improve police reform legislation following the high-profile murders of George Floyd, Breonna Taylor, and Ahmaud Arbery. Rep. Torres also leads an ongoing effort in Congress to force the Department of Justice to update and make public a 2006 FBI intelligence assessment entitled, “White Supremacist Infiltration of Law Enforcement.”

Black-Owned Mobile App Brings Financial Advisors to Low- and Middle-Income Families

Meet Ronda Reid-Mohammed, the founder and CEO of Filance, a new app that connects certified financial service sector professionals directly with low and middle-income individuals and families. The platform allows users to receive financial advisory services from their mobile device.

Ronda says she created the app to bolster financial stability among everyday people. With an emphasis on affordability, she feels the app will open doors for those who might have perceived financial advisors as out of reach, either due to cost or lack of access.

“Cost should not be a barrier for seeking financial advice. Everyone, no matter their income, should be able to work with a professional who can help them make a plan for their finances,” she said. “Many people are already burdened with embarrassment when admitting they need financial advice, so it was significantly important to me to remove the cost barrier and provide a personalized and discreet service.”

The Filance App offers:

• A secure and simple interface that is easy for both the customer and their provider to use with voice and video features for personalized sessions.

• Nationwide accessibility so users can connect with financial professionals regardless of their physical proximity to them.

• Affordability through a bidding system, so customers can select the best advisor for their budget and situation, while only paying for the service they need.

“We have a wealth problem in this country,” Ronda said. “I wanted to use my technology expertise and background to create a platform that could help improve the financial lives of everyday people. I believe if everyday people have access to more resources like financial advisors and planners, we could level the playing field a little and begin to close the wealth gap through that access.”

For more information on Filance, visit www.filancellc.com


About Filance:
Ronda Reid-Mohammed created Filance in June 2018. She has been in the IT Industry since 2002 and holds a B.S. in Computer Science from ECPI College of Science and Technology, as well as an M.A. in Management and Leadership from Liberty University.

Secretary of State Alex Padilla Tells Voters – Vote By Mail and Vote Early

By Pilar Marrero, Ethnic Media Services

All registered voters in California will soon receive a mail-in ballot even if they haven’t asked for one, and there will be plenty of options to register, re-register, vote by mail, vote in person or vote curbside up until Nov. 3rd, said Secretary of State Alex Padilla at a briefing with ethnic media.

“We have to start thinking of November 3rd as the last day of voting, not simply as ‘election day’,” Padilla noted. 

California has 21 million registered voters, more than the population of every other state except Florida and Texas, and the largest number of voters anywhere.

Voting by mail has been growing in popularity, Padilla said. In the last statewide election – the March primary—up to 70% of registered voters voted by mail.

“That’s a great start, but in California 30% of voters is still a large number.  We want to make sure those who are not familiar with this way of voting are comfortable with it, and know they can still vote in person if they need or want to,” Padilla said.

Voters should vote by mail and vote early, Padilla urged, and they should take advantage of tools that improve the transparency and security of voting such as ballot tracking (Where’s My Ballot?) which tells them when their ballot has been sent, when it was received by the county, and when it was counted.

Voters can sign up for ballot tracking and receive notices via text, email or voice call, he added.

“This will be great for transparency, accountability and confidence, which have come under attack in recent weeks,” Padilla noted.  He called the timing of the Presidential elections in the midst of the pandemic and heightened political polarization “an unprecedented situation.”

Padilla encouraged voters to register, re-register if they need to change their voter file information or check their registration status by going online at  VoterStatus.sos.ca.gov.  If any of their information has changed, including their address, they can register or re-register at https://registertovote.ca.gov/.

Mail-in ballots will go to voters the first week of October (and mid-September for overseas voters).  

“According to the law you need to postmark the ballot by Nov. 3, but we are extending the deadline for that ballot to arrive in county offices from three days to 17 days,” Padilla said.  “This is just in case there are delays by the postal service.”

The deadline to register to vote is Oct. 19, but in 15 counties that participate in conditional voter registration, including San Francisco, people can complete a Voter Registration Application at their local Department of Elections on the day of the election and receive a provisional ballot which will be counted after it has been verified. 

“There are several reasons why some people need to vote in person – such as accessibility, or to receive language assistance, or to replace a ballot that was lost, or if you made a mistake,” Padilla noted.

Voting in person will happen in bigger and safer locations than in the past,  such as the  Golden One Center in Sacramento, an NBA arena, the Dodger Stadium and the Staples Center in L.A., the Chase Center in San Francisco, and the Oakland Coliseum.

Counties are working to identify voting locations where authorities can guarantee that health precautions are followed, including social distancing, mandatory use of masks and availability of sanitizers.

As for the security of mail-in voting which President Trump has repeatedly questioned, Padilla pointed out that ballots are printed on paper that has specific watermarks, are printed by certified printers made in the USA only, use official envelopes   with barcodes that can be tracked, and require the voter’s signature on the outside of the envelope.

Referring to President Trump’s recent suggestion that voters in North Carolina vote by mail and then show up in person “to test if the first ballot was counted,” Padilla said that the state has a number of features to prevent any kind of “double voting.”

In California every ballot has a unique barcode and as a ballot comes in or the person votes, the record is “immediately updated.”  If someone sends a mail-in ballot and then presents themselves as the ballot box, they will be shown to have voted and be turned away, he said.

He also said any kind of “electioneering” or harassment at the polls is “illegal.” He encouraged anyone with questions, comments or complaints to call the SOS hotline at 1 800 345 VOTE or their local county registrar.

Padilla warned that for close races it will take weeks for counties to finish processing and auditing the results.  “If that’s the case, it’s not a time to panic but to be patient and confident,” Padilla said, adding that he is concerned that President Trump will claim victory “prematurely.”

“Results aren’t final until the work is done,” Padilla said.

Opinion: Is Your Tap Water Safe to Drink?

This is the first in a series of five articles and editorials that will inform you about the sources, quality and safety of your drinking water in California, and introduce you to economic opportunities as well as key African American decision makers in our state’s water industry.  

By Dale Hunter | Special to California Black Media  

Is your tap water safe to drink?  

For a majority of Californians, the answer is “yes.”  

However, in some areas, especially rural and disadvantaged communities, the drinking water does not meet state and federal drinking water standards and regulations.  

California has some of the strictest water quality regulations in the nation, but there is no one-size-fits-all solution for communities with challenges meeting those regulations. The quality of your drinking water depends largely on where you live. For example, if you live in Stockton, the source of your drinking water may be from local groundwater wells or from the San Joaquin River Delta. Many Southern Californians drink water from the Colorado River.  

The source of your water supply dictates how much clean-up and treatment is required. The agency responsible for delivering the water to your home — which may be a city, special district or private company — will dictate whether that treatment occurs, and which process is used.  

The California African American Water Education Foundation (CAAWEF), in partnership with the Association of California Water Agencies (ACWA), is sponsoring a five-part series titled, “Is Your Water Safe to Drink.” 

Over the next two months, the series will examine and inform the African American community about the current drinking water quality across our state. Community leaders, water quality experts and clean water advocates will offer their perspectives on the challenges to ensuring safe drinking water for all.  

In 2012, a California law declared that every person in the state has a right to clean, safe and affordable drinking water. Although that law did not appropriate any money or levy any taxes to fund its implementation, in 2019, Gov. Gavin Newsom signed Senate Bill 200, authored by Sen. Bill Monning (D-Carmel), to provide funding to achieve the goal of “safe drinking water in every California community and for every Californian.”   

The State Water Resources Control Board estimates that all drinking water funding sources combined will provide $496 million during the 2020-’21 fiscal year for drinking water solutions. 

In this series, we hope to inform you about the water industry in California and about the safety of your water supply. Our goal is to motivate you to become engaged and active participants in influencing the decisions the state and companies make regarding the water you depend on to live and for so many other vital aspects of your life.   


The information in this article is brought to you in partnership with the Association of California Water Agencies (ACWA), a non-profit statewide association of public water agencies whose more than 450 members are responsible for about 90 % of the water deliveries in California.   

Weeks Before Early Voting in California, Young Activists Target Black and Brown Millennials, Generation Z-ers

By Quinci LeGardye | California Black Media  

Early voting in California will begin Monday, October 5. Registered voters will be able to either mail in or drop off their ballots from that day until the day before Election Day, Monday, November 2.  

In a deeply divided American electorate, both Democrats and Republicans have been pushing efforts to motivate their respective party bases to get out and vote. And in an election year when a few votes in a handful of swing states will likely determine who will win the U.S. presidency, poll watchers are predicting that young people could be the deciding vote in several places.  

“Don’t let anyone keep you from exercising your sacred vote. Make your plan to vote. Grab your vote and head to the polls the first day they are open,” said California Attorney General Xavier Becerra, calling out young people in his speech at the Democratic National Convention in August.  

Across California, young voters are speaking out about the issues that concern them this election, and decisions that will affect their future. On September. 11, Power California, a civic engagement organization that encourages young people of color to participate in government, hosted their “Fight For Our Future Campaign Kick-Off.” 

Young activists from all corners of California spoke about issues coming up in the November election to launch he campaign, which aims to reach more than 150,000 California voters between the ages of 18 and 35 through virtual phone banking and texting. 

Annie Gonzalez, the actress known for her role as Lidia Solis on Netflix’s comedy-drama series “Gentefied,” hosted the virtual event. She addressed the struggles that young people of color are facing in the lead up to the election.  

According to Power California’s 2020 Youth Poll, 46 percent of young people surveyed had difficulty buying food, household supplies or medicine during the COVID-19 pandemic, and 67 percent said their state government is not doing enough to address the impact of COVID-19. 

“Young people of color have been hit hard by these crises, and their needs and futures must be centered in this election, and always during the recovery, from young essential workers risking everything to take care of us to college students unsure about their future to everyday young people struggling to afford rent,” said Gonzalez. 

Kendrick Sampson, activist and actor known for his role as Nathan Campbell on HBO’s popular comedy-drama series “Insecure,” addressed the young people watching the event as well. He stressed the importance of activism and participation.   

“I’m inspired by all the young people. It’s what keeps me going and motivated, because y’all are leading the movement across the country. Young people like yourselves are rising up and fueling movements for justice, from Black Lives Matter and calls to defund the police to climate change and immigrant rights. You are the leaders and the moral compass of our nation in every major movement for justice that has been true in our past, and it is still true today.” 

Tyler Okeke, a 19-year-old organizer with Power California, asked young people to sign a letter asking Gov. Newsom to endorse Proposition 15. The ballot measure would require commercial and industrial properties to be taxed at their market value. According to Ballotpedia, 40 percent of the revenue generated will fund school districts and community colleges. 

“It will require decisive action from our elected leaders, especially leaders like Governor Newsom,” he said. “We need leaders who will put people over corporations and take steps to meet California’s most essential human needs while recognizing that young people are the central force of this future that we want for this state.” 

Ixchel Arista, a 15-year-old youth organizer with Oakland Kids First, advocated for Measure QQ, a ballot initiative in Oakland which will allow 16 and 17-year-olds to vote in school board elections. 

“Students feel the most impact as we spend most of our lives at school, yet have no say in decisions being made for our education. We need to be able to decide who is making these impactful decisions,” said Arista. 

Te’Ausha Garcia, a civic engagement organizer with Californians for Justice in Fresno, said, “It’s important that we fight for the solutions that we need, because who else will fight for us? We have to be willing to stand up and fight for what we want. Otherwise the change we desperately need will not be showcased. We must stand up for our rights and really name what it is that we need.” 

“We must continue to fight for our right to the future that we deserve. The right to have our most basic human needs met: Clean and fresh air and water, housing, healthcare and education. The right to be free and to live with dignity and without discrimination, the right to determine the future of our democracy and our economy, and we will not stop until we secure these rights. We will not stop until we secure these rights,” said Eugene Vang, a 19-year-old activist from Merced, who organizes with 99 Routes and Power California.

“I Tell You, It Takes A Fool to Learn!”

By Lou Yeboah

Mama always said, “A hard-head makes a soft behind.” Now, if you don’t know what that means, you just keep on doing you. Keep on doing what you want, when you want. Keep on ignoring God’s warnings. You will find out sooner than later what it means.

Listen, warning is never meant to hurt us. Warning is meant to keep us from hurting ourselves.  Alarms may be a nuisance to our ears, but they are really our friends, so to speak. Fire alarms alert us to the danger of fire. Burglar alarms alert us of the danger of theft and violence. Our alarm clocks alert us of the danger of being late for work. If we do not heed the warnings, we can find ourselves in a place that we wouldn’t want to be. And if that is the case, what about the warnings that exist for our spiritual lives? If our spiritual selves are more important, and even more “real” due to the fact that they are eternal, if they are more important than our physical bodies, how much more should we pay attention to spiritual warning signs?

[Proverbs 22:3] tells us,  “A prudent man sees danger and takes refuge, but the simple keep going and suffer for it.”The word “simple” here means those without moral direction. It refers to people who just want to do their own thing as they see fit, people who move about as if there are no consequences for the things they do.  [Proverbs 1:22], asks the question, “How long will you simple ones love your simple ways? How long will mockers delight in mockery and fools hate knowledge?” How long will you keep ignoring the warning signs and live for your own ways and desires as if there are no consequences for doing so?” I tell you, “It takes a fool to learn!

Don’t be another Samson [Judges 14:1-9] who ignored warning signs that would have indicated he was headed for disaster. Because he did not listen, he suffered greatly for it. Samson leaped over many warning signs. Don’t you do it! When you ignore the warning signs and step across clearly stated boundaries for your life, you will absolutely compromise God’s intended future for you as did Samson. You can’t get down the road where God desires to take you if you are ignoring the warning signs.

Just like Samson’s parents tried to talk some sense into him. They tried to get him to consider the ramifications of what he was doing, but his mind was made up. He couldn’t see the big picture. He couldn’t consider the compromise. He couldn’t weigh the impact of his decisions on the others around him. He didn’t even think about the example he was setting for the rest of the Israelite’s. I tell you, shutting out the voice of truth; that kind of arrogance is foolishness and destructive. We all need direction. We all need correction. We all need perspective. Samson’s parents were trying to put a speed bump in his path, trying to get him to think things through, but he wouldn’t listen. “It takes a fool to learn!

“Because I called and you refused, I stretched out my hand and no one paid attention; and you neglected all my counsel and didn’t want my reproof; I will also laugh at your calamity; I will mock when your dread comes. When your dread comes like a storm and your calamity comes like a whirlwind, when distress and anguish come upon you. Then they will call on me,” – “and I will not answer; they will seek me diligently, they will not find me, because they hated knowledge…  and they would not accept my counsel, they spurned all my reproof. So they shall eat of the fruit of their own way” – [Proverbs 1:23-31].

Return, oh backsliding children, for I am married to you. I will take you, one from a city and two from a family, and I will bring you to Zion. And I will give you a shepherd [Jeremiah 3:14-15].

Planning for the Worst: Black Californians Among Groups State Is Targeting for Emergency Preparedness

By Quinci LeGardye | California Black Media  

Black Americans were already in the midst of two disasters this year – the disproportionate toll of the COVID-19 pandemic and a spate of horrifying incidents of police brutality — when fire season in California started early. Wildfires have burned over 3.1 million acres in California since the beginning of the year, breaking the record for the deadliest year of wildfires in the state, according to CalFire. 

Though Black communities are disproportionately vulnerable to and impacted by disasters, Black households are less likely to be prepared for disasters than White households, according to the NAACP. 

This September, which is Emergency Preparedness Month, some Black activists as well as community-based organizations have been partnering with Listos California, an emergency preparedness campaign anchored in the Governor’s Office of Emergency Services (CalOES). These partnerships are aimed at getting the word out about emergency preparedness to diverse communities through more accessible and impactful means, such as artwork and person-to-person conversation.  

“Listos California awarded $50 million in local assistance grants to non-profit organizations throughout the state to build resiliency in vulnerable communities and connect residents to culturally and linguistically competent support — a whole community approach that fosters critical networks that can save lives. This month, I urge all Californians to learn about how they can help keep their loved ones and communities safe during an emergency,” said Gov. Gavin Newsom in his declaration for Emergency Preparedness Month. 

For Aliyah Sidqe, a Sacramento-based artist who depicts Black life in America, it’s important for the Black community to be prepared to fend for themselves, she says, in an emergency situation. 

“The Black community is already subject to a lot, and we’re not thought about all the time. It’s important for us to take matters into our own hands and really be prepared for what’s to come because sometimes we’re not considered in the game plan as far as what the world needs to do,” Sidqe said. 

According to a poll of California residents living in zip codes at risk of floods, wildfires or earthquakes, conducted by EMC Research, 88 % of vulnerable residents agree that preparing for a disaster is important. However, those respondents admitted to not taking action to prepare because they think doing so is scary (63%), expensive (61%) or time-consuming (54%). 

“I think a portion of people don’t take certain things seriously, or they’re not really thinking about all that is going on right now. It’s easier just to kind of push that to the back of your mind. But I think the fact that we’re already marginalized makes it super important for us to really be ready to take care of ourselves and be prepared for anything,” Sidqe said. 

Since partnering with Listos California, Sidqe has started conversations with family members and friends about what they would do during emergencies.  

“Before I really hadn’t thought too much about it, but it did kind of spark that, for my partner and me — conversations like where would we go if we did have to evacuate. Actually, in our area, there was a fire really close to us and a few neighborhoods had to evacuate. So, we did put a plan in place of where we would go in case that would happen.” 

The Young Visionaries Youth Leadership Academy, a nonprofit serving youth in San Bernardino County, has been sharing information about emergency preparedness alongside their ongoing COVID-19 relief efforts. During their relief events, which include twice-a-month drive-thru distribution of essential items, CEO Terrance Stone and the Young Visionaries staff inform community members about the importance of being prepared.  

“I’ve been introducing the program like this: I always ask if somebody came and knocked at your door right now, and told you that you have five minutes to pack your necessities and go, are you going to be able to get what you need within those five minutes? It’s an eye opener for everybody, because then they’re like, wait, like what do I actually need,” said Jennifer Rosales, Administrative Assistant at Young Visionaries.  

“I tell everybody, it doesn’t have to be expensive. You don’t have to go out and spend $200, $300 to try to get a go-bag or a ready bag. I think the number one thing is this: Just look at your basic needs, something that you need every day, and then just start that way. It’s important to know that it doesn’t have to cost you a lot of money to keep your family and your friends safe,” said Rosales. 

El Sol Neighborhood Education Center is coordinating outreach activities with 11 community groups from different parts of San Bernardino County.  

“We have developed specific strategies to target specific communities. We have to bring cultural brokers or cultural speakers so that they understand the language, the culture and the lived experiences of each target community. We partner with agencies and churches — African American, Asian American, Latino and Native American partners. Each group knows how to best reach the people in their own communities”, says Alex Fajardo, El Sol’s executive director.  

The Listos California website has Disaster Ready Guides in multiple languages if readers want to know more about what to have prepared for an emergency. 

Groups for and Against Prop 22 Aim Their Messages to Black Voters as Election Day Nears

By Quinci LeGardye | California Black Media  

With less than two months left before Election Day, campaigns both defending and opposing Proposition 22 — the ballot initiative that aims to keep gig company drivers classified as independent contractors — are revving up their efforts to reach out to Black voters. 

Earlier this month, Uber, Lyft, DoorDash and Instacart pumped another $70 million into their campaign to pass Prop 22. The total funds those app-based companies and others have spent on the Yes on Prop 22 public information effort is now $181 million, making it one of the most expensive California initiative information campaigns ever. 

The opposition, made up of mostly labor organizing groups, has raised about $4.8 million so far, with funding coming mostly from labor organizing groups. 

Jay King, President and CEO of California Black Chamber of Commerce

On September 3, the  Yes on 22 campaign hosted a press conference for ethnic communities in the state. At the event, community leaders spoke up about why they support the ballot initiative. They emphasized that gig companies provide an easy stream of income for their drivers, and that Prop 22 would keep those jobs in California — and in Black and Brown communities in particular.  

“Driving has been a source of relief for these people. It’s easy to sign up, start driving and earning right away, without a lot of the normal barriers that block Black and Latino Americans from working,” said Dr. Tecoy Porter Sr., President of the National Action Network Sacramento Chapter. 

Jay King, President and CEO of California Black Chamber of Commerce, said the Black community can not afford massive job losses in the wake of the pandemic.  

“One in 10 app-based drivers are Black. Many of them would lose their jobs if Prop 22 is not passed this November. When so much of our community is suffering, we need to encourage and promote new and innovative ways to make income. I encourage everyone to vote yes to save app-based jobs and services,” he said.  

On September 9, protesters from Rideshare Drivers United (RDU), an organizing group that has come out against Prop 22, gathered under an Uber billboard in Oakland that read, “If you tolerate racism, delete Uber. Black people have the right to move without fear.” Uber has launched a microsite that promotes that slogan and shares how the company plans to rid its platform of racism and investments it has made in the Black community.  

“We are condemning them on their hypocritical ballot measure that would relegate drivers to a permanent underclass without basic rights or voices or privileges. We condemn major companies like Uber and Lyft who are claiming support of a protest movement that has galvanized America, in the middle of a pandemic that has disproportionately affected Black and Brown people in their lives,” Cherri Murphy, an RDU organizer, told California Black Media. 

Murphy says there are multiple instances when Uber and Lyft exploit Black drivers and customers, alleging that those companies increase ride prices in Black and Brown neighborhoods. That claim has been supported by a June preprint study by George Washington University.  

“If you want to know whether or not Lyft and Uber are doing the right thing, you need to look at their historical measures and tactics. The most recent one is around the preliminary injunction. As opposed to following the rules, what they want to do is invoke fear and have people make a decision based on fear. So their method on threatening people to shut down wasn’t because they’re in a bind. Not a million  dollar — a billion dollar — company. Compare that to those who live check to check,” said Murphy. 

As they wait to see how Californians will vote on Prop 22, Uber and Lyft are also currently in an appeals process against the preliminary injunction that ordered them to classify their drivers as employees last August.  

Governor Newsom Statement on the Passing of Associate Justice Ruth Bader Ginsburg

SACRAMENTO – Governor Gavin Newsom issued the following statement today regarding the passing of Supreme Court of the United States Associate Justice Ruth Bader Ginsburg:

“Justice Ginsburg devoted her extraordinary life and intellect to making the words of our nation’s founding documents more true. Throughout her historic legal career, her contributions as a jurist to the cause of equality for women and men were unmatched. Justice Ginsburg fought tirelessly for the rights of women at work, at school and in the life of our nation. She proved over and over again that sex-based discrimination harmed not just women, but men and families, and that reckoning with this inequality was required for our nation to live out its promise.

“In moving our nation forward, she inspired millions among us, including so many women and girls, to reach higher, dream bigger and dissent more passionately. Though this loss is incalculable, her legacy will live on in the fairer, more just society that she bravely ushered in and that we must, to honor her, safeguard. Our thoughts and prayers are with her colleagues, her family and all Americans in mourning.”  

Distribution Deals Bring Black-Owned Whiskey Brand ‘Guidance’ to Store Shelves in 5 States

NASHVILLE—Black-owned brands are suddenly in demand, and serial entrepreneur Jason Ridgel is in high spirits after sales of Guidance, a whiskey brand he owns, skyrocketed in recent months.

Guidance is making a name for itself as one of the few black-owned premium craft small-batch whiskey brands available for purchase online and in stores in Tennessee, Kentucky, Florida, Georgia and California. It’s part of a growing black-owned spirits movement.

Since launching in 2018, Guidance Whiskey has made its product available for purchase online in 43 states. The company recently inked a deal with Kentucky-based distributor Legacy Wine and Spirits, which helped expand its availability in stores to 50 retail locations in five states.

Ridgel said the deal is historic because it marks a rare partnership between a black-owned whiskey brand and a black-owned whiskey distributor.

“I was told ‘no’ by a bunch of distributors,” said Ridgel, who developed his product with the idea of appealing to the unique taste preferences of African Americans. “They told us that would never sell because the market was saturated and there are tens of thousands of spirits.”

Jason Ridgel, founder of Guidance Whiskey (Zachary Staben/Zenger)

Based in Nashville, Tennesse, near the Jack Daniel’s whiskey distillery in Lynchburg, Guidance received its big break in June 2020 when it partnered with black-owned distributor Legacy Wine and Spirits. The partnership expanded Guidance’s distribution to 10 stores in Kentucky.

Ridgel’s success is part of an up and coming black-owned spirits movement. There are dozens of black-owned liquor brands in the U.S. but many have yet to gain entry into the mainstream. They are often shut out of the distribution deals needed to place them on store shelves.

In June, the Jack Daniel’s Distillery and the Nearest Green Distillery announced the Nearest & Jack Advancement Initiative to increase diversity within the American whiskey industry.

Both companies are supporting the initiative equally with a combined pledge of $5 million to help create the Nearest Green School of Distilling, develop the Leadership Acceleration Program for apprenticeships, and create a Business Incubation Program focused on providing expertise and resources to African Americans entering the spirits industry as entrepreneurs.

Uncle Nearest Premium Whiskey honors the first known black master distiller, Nathan “Nearest” Green. The Nearest Green School of Distilling at Motlow State Community College in Tullahoma, Tennessee is awaiting approval from the Tennessee Board of Regents. They could begin classes as early as fall 2021, according to the company.

Legacy Wine and Spirits owners Kelvin Young Sr. and DJuan Ditto say they want their platform as black-owned distributors to be a gateway for up and coming brands.

“Once we met with Jason and actually had a conversation about his vision for Guidance and the whole black-owned spirits movement, we knew that we definitely wanted to play a part in that and also be a distribution partner for Guidance,” Young said.

Nathan “Nearest” Green’s son, George (3rd L), sits next to Jack Daniel at the Lynchburg Distillery. (historic photo)

Ridgel said he created Guidance Whiskey to offer customers a different taste, which he describes as “no heat.”

“I wanted to change it to fit our pallet,” said Ridgel.  “Black people always have a different take on things. The spirit industry has been missing that creativity that comes from our people. You see it in the music industry, in the arts and in sales, but in liquor, we don’t have a lane.”

A graduate of Tennessee State University, Ridgel is a serial entrepreneur who started his first business at age 23. He has launched companies in the janitorial industry and medical equipment sales. He became interested in whiskey after seeing an opportunity to change the perception of what it means to be a Tennessee whiskey.

Ridgel chose the name Guidance, defined as “infinite wisdom that enables excellence,” as a reference to ancestors who pass down treasures throughout the generations.

“Our grandparents, parents, aunts and uncles pour into us. Nothing that we create now would be possible without them, so Guidance seemed like the perfect name,” Ridgel said.

Ridgel funded the launch of Guidance using his own money.His first steps were finding a distillery partner and a signature taste.

Comprised of 88% corn, 10% rye and 2% malted barley, Guidance is made at a distillery in Iowa and aged for 24 months. Guidance’s website describes its taste profile as “dominated by smooth front-end vanilla with a light and smooth experience in the middle” followed by a “long, smokey finish.”

Ridgel describes Guidance as “love in a bottle.”

Legacy Wine and Spirits owners (L to R) DJuan Ditto, Kelvin Young Sr., with Guidance owner Jason Ridgel, and Robert Jobe (Deja Downy/Zenger)

“When you start with liquor it’s hard to figure out what you like but you know what you don’t like,” said Ridgel. He used to go out with friends who would buy him a shot of whiskey, which he would pretend that he liked. “Really my mouth would be on fire,” Ridgel said of the experiences that led him to create his signature taste.

While Guidance is available for purchase on its website for $64.99 per bottle, Ridgel said an important part of his strategy to grow the brand is to have it available in restaurants, bars and private clubs where customers can buy it by the glass. Guidance partnered with Nashville-based DET Distributing Company for sales in Nashville-area restaurants in 2019.

Future plans for Ridgel include mentoring other entrepreneurs and establishing Guidance as a brand that will last for years to come. Online sales of Guidance doubled in the months of May, June and July 2020, and Ridgel is focused on working to ensure that his brand will survive beyond the recently renewed interest in black-owned businesses.

“We are in the game of respect,” Ridgel said. “If we become a respected brand it makes it easier for us to help other brands. There is more recognition and support of black-owned businesses right now; we want to keep it that way.”

(Edited by Ganesh Lakshman and KC Morgan)



The post Distribution Deals Bring Black-Owned Whiskey Brand ‘Guidance’ to Store Shelves in 5 States appeared first on Zenger News.