As part of our 'Spotlight on...'series, we caught up with Deano Moncrieffe, Founder of the Equal Measures campaign and owner of Agave Spirits Bar in Dalston, to learn more about the launch of the campaign, his aims for the campaign and find out how other hospitality businesses can get involved. 

Can you introduce yourself a provide a little bit of background on your hospitality experience.

I have been working in the hospitality industry since 1999 in various different roles including bartender, bar manager, restaurant manager, chef, area manager, nightclub manager and brand ambassador. I now own an Agave spirits bar in Dalston called Hacha. 

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What is the ‘The Equal Measures Campaign’?

Equal measures, is a campaign to help educate all areas of the on-trade/hospitality industry as well as consumers, around the importance of equality & diversity, with the end goal of helping to eradicate racism within our industry.

What do you hope to achieve from The Equal Measures Campaign?

The goal of the equal measures campaign is to increase transparency around corporate companies’ diversity and inclusion programs as well as improving the representation of people from black and ethnic minority backgrounds communities

When do you hope to achieve this by?

I have three phases of this campaign to run in the next 12 months, but I am realistic enough to believe that this is going to be an ongoing project for many more years. 

Phase 1 which takes place in August and September will start with focus groups and discussions, phase 2 is in October and will run for the whole month of black history month, seeing a series of events and initiatives in partnering bars and phase 3 will take place in the New Year between March and July which will be focused mainly on recruitment events and seminars and online training platforms.

If people want to get involved in the campaign, how can they and what should they do?

The best way for people to get involved is to find me on Instagram and send me a direct message or email me directly at This email address is being protected from spambots. You need JavaScript enabled to view it. as we are currently still building the website and online platforms.


  For more support and advice surrounding one of the most important resources in hospitality, people, visit our 'Spotlight on... People' page.