Edward F. Boyd

Edward Francis Boyd (June 27, 1914 – April 30, 2007) was an American business executive who was responsible for the marketing of products specifically to African Americans in an era when racial discrimination was rampant and blacks had either been ridiculed or systematically ignored in advertising. His efforts for Pepsi-Cola pioneered the concept of niche marketing and allowed Pepsi to substantially increase its market share in the black community at the expense of Coca-Cola. Boyd was a leader in the African-American business community.

Early life Boyd, an African American himself, was born and grew up in Riverside, California. After high school, he trained at a local opera company and wanted to be a diplomat. After graduating from the University of California, Los Angeles in 1938, he enjoyed a short film career, playing minor roles, often as stereotypical singing and dancing roles which he resented. He later worked for the Screen Actors Guild, was the first African American to work for the Civil Service Commission in San Francisco,

Later life There were few opportunities for a black man as a business executive at that time, but Boyd's career continued over a variety of public and private sector jobs. He was a mission chief for CARE, worked with the Society of Ethical Culture, and helped to pioneer alpaca farming in the U.S. Boyd died in Los Angeles due to various complications including a stroke he had suffered nearly two months earlier.