Operation Breadbasket was a program started by the Southern
Christian Leadership Conference in 1962.
The goal was to improve the economic status of African Americans through
organized boycotts of businesses that treated Black people unfairly. One of its programs included the Black
Christmas campaign that encouraged African Americans to shop at black-owned
stores for the holidays. In 1967, Martin Luther King, Jr. appointed Jesse Jackson the program’s national
director. After King’s assassination in
1968, Jackson amped-up the program in Chicago with the Black Christmas parade.
Jesse Jackson speaks (1968-12-31) by Chicago Defender NewspaperThe Obsidian Collection Archives
In 1966, SCLC selected 25-year-old Jackson to be head of the Chicago Chapter of the organization Operation Breadbasket. The following year ML King, Jr. appointed him as the National Director.
Jackson and Barrow Breadbasket (1968) by Chicago Defender NewspaperThe Obsidian Collection Archives
It has been documented that Operation Breadbasket brought $57 million into Chicago’s Black community by creating partnerships that created jobs and got Black products on the shelves of retailers.
Main parade procession (1968-12-09) by Chicago Defender NewspaperThe Obsidian Collection Archives
The Black Christmas parade was held to encourage the Black community to spend their holiday dollars buying items created by Black entrepreneurs at Black-owned stores.
Jesse Jackson w Black Santa (1968-12-09) by Chicago Defender NewspaperThe Obsidian Collection Archives
There was a lot to celebrate at Chicago's first Black Christmas Parade!
MLK float in parade (1968-12-09) by Chicago Defender NewspaperThe Obsidian Collection Archives
Black Christmas Parade coverage (1968-12-09) by Chicago Defender NewspaperThe Obsidian Collection Archives
The Chicago Defender Newspaper covered the event for the City Edition.
Jesse Jackson on buggy (1968) by Chicago Defender NewspaperThe Obsidian Collection Archives
One of Operation Breadbasket's important, but simple programs followed the principle “If you respect my dollar, you must respect my person.”
Fancy Car in the Parade (1968) by Chicago Defender NewspaperThe Obsidian Collection Archives
Prominent African Americans participated in the Black Christmas parade too. Successful business owners were vying to get their products on the shelves of mainstream retail outlets.
Dr. Martin Luther King launched Operation Breadbasket in Chicago through the Black churches. He felt it was the most efficient way to spread this message through the Black community. He sent Rev. Jackson to Chicago to head up Operation Breadbasket in Chicago. Here, Rev. Jesse Jackson is photographed with two of the most prominent Black preachers of the day, Rev. Clay Evans and Rev. Calvin Morris.
Evans O Daylie Kirby (1968-12-07) by Chicago Defender NewspaperThe Obsidian Collection Archives
Prominent leaders spoke at the parade. Here are the noteworthy Rev. Clay Evans, radio personality Daddy-O Daylie and comedian George Kirby.
Operation Breadbasket’s biggest impact on hunger in the United States was from the spotlight they showed on Chicago’s hunger which prompted the local PBS station to preempt regular programming to present "Hunger: A National Disgrace," with excerpts from a White House event. There was a local response with town hall meetings as well as cities around the country who then prepared summaries for Congress.
CCUO float (1968-12-09) by Chicago Defender NewspaperThe Obsidian Collection Archives
The goal of Operation Breadbasket was to “get your slice of the bread” in America. Bread was a euphemism for money.
Barrow and Jackson (1968-10-07) by Chicago Defender NewspaperThe Obsidian Collection Archives
Operation Breadbasket ceased operations in 1971. This gave rise to Rev. Jackson’s new organization, Operation PUSH. Rev. Willie Barrow (center) helped steer the new program.
Curated by: Angela Ford
Photos Courtesy of: The Chicago Defender Archives
