When Asda announced plans to set up a new store in Hulme, Manchester, which had a large ethnic population and high unemployment, it was not made welcome with open arms. Many local businesses had moved out and new ones recruited from outside the area so the area had little experience of benefits from incoming enterprises. Initially, there were fears that they would be a typical white, prejudiced employer but Asda was determined to work with the local community and recruit locally. After an extended consultation, including a business information day, helped by the local Commission for Racial Equality representative, they decided to advertise only in the local paper and not in the Manchester Evening News and also to link up with community groups and those supporting the unemployed. Help was given to the unemployed $($the local figure was $70\%)$ with training provided at recruitment fairs in interview skills. The result of the drive was that $90\%$ of the stores staff were recruited locally and that $50\%$ were of ethnic origin compared to Hulme's $32\%.$ Each new employee is given a Colleague Handbook which outlines policy and what it means for them, including what to do if they experience unacceptable bebaviour, including a confidential help line to a senior HR manager.