Baldwin Richardson Foods and Frederick Douglass 2nd Annual HBCU College Expo & Football Classic – Part 1

ROCHESTER, N.Y. — Hundreds of students filled the Blue Cross Arena on Thursday, Sept. 25, 2025, for Baldwin Richardson Foods’ 2nd Annual Weekend of Hope HBCU College Expo, a celebration of education, culture and opportunity that awarded millions in college scholarships to area youth.

Rochester Mayor Malik Evans (center) and Monroe County Exec Adam Bello (left) were in attendance for the opening ceremony of the Weekend of Hope HBCU College Expo

Baldwin Richardson Foods, headquartered in Macedon, N.Y., operates manufacturing and warehouse facilities in New York, California and New Jersey, as well as a Culinary Innovation Center in Illinois. The company traces its roots to 1992, when Eric Johnson left Johnson Products and purchased Baldwin Foods from Jolyn Robichaux. After acquiring Richardson Foods from the Quaker Oats Company in 1997, Johnson merged the two to form Baldwin Richardson Foods.

Today, the company is a Black family-owned and women-led food and beverage manufacturer known for popular products such as Mrs. Richardson’s Dessert Toppings and Nance’s Mustard. It is led by President and CEO Erin Tolefree and Chief Customer & Community Impact Officer Cara J. Hughes—sisters and proud graduates of an HBCU, Spelman College in Atlanta.

The annual expo has become a source of inspiration for high school students across the Rochester region, introducing them to the nation’s 100-plus Historically Black Colleges and Universities. Whether small private institutions like Bethune-Cookman University or large public schools like North Carolina A&T State University—the largest HBCU in the nation—each offers unique academic and cultural opportunities.

During the expo, Mayor Malik Evans and Cara Hughes mingled with students, encouraging them to pursue higher education and embrace their potential.

Local schools show up strong

Counselor Jamal Hughes of UPrep Charter High School brought 17 young men to the event. “The college expo presented a lot of opportunities, and we’re glad we attended,” said students Ja’Lhai and William.

Chenetta Hunter-Stokes, counselor at Joseph C. Wilson Magnet High School, said she brought students “to experience the culture of HBCUs and the scholarship opportunities available.”

Aubrey Sheffield, a business teacher at Rush-Henrietta Senior High School, wanted her students “to learn about the culture of HBCUs.” Fellow teacher Margo Smith added that she hoped students would “see that there are different settings and opportunities for them.” Students Azan and Hina, both born outside the United States, said they attended to explore pre-med programs.

At Allendale-Columbia School, Regina Grice, director of human resources, brought students “so they could represent and access scholarship opportunities.” Student Zuri said she was “glad to attend and learn about the history of HBCUs.”

Life-changing moments

For many families, the day was life-changing. Damali Thomas traveled from Amherst, N.Y., with her daughter Morgan in hopes of securing scholarships. Their trip paid off — Morgan received a full four-year scholarship to Benedict College in Columbia, S.C.

The arena buzzed with excitement as a DJ played music and students carried acceptance letters and scholarship packets. Theresa Jeffers, whose daughter Takiyah attends East High School, said the event exceeded expectations. Takiyah received four college scholarships—including two full rides—totaling more than $100,000 in awards.

In total, 900 students were awarded scholarships during the one-day event, amounting to $6 million in financial aid to attend Historically Black Colleges and Universities.

“It was a great day to learn about the history of HBCUs and to make the dream of higher education a reality,” said one organizer.

The Weekend of Hope continued Saturday, Sept. 27, with the Baldwin Richardson Foods Frederick Douglass 2nd Annual HBCU Classic Football Game at the Rochester Community Sports Complex.