It was a spoof and like the best spoofs it was just ridiculous enough to be believable. It was advertised as a new service for organisations who wanted to address the under representation of minorities.
http://www.theguardian.com/society/commentisfree/2016/feb/17/rent-a-minority-one-stop-solution-to-create-the-illusion-of-diversity-at-your-company
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