Ethnicity and adoption have taken centre stage in the Coalition Government's focus on child care social policy in the UK. The current political perspective is one of promoting the placement of children of minority ethnic heritage with white families, in order to avoid delay in adoption where no families of a similar ethnic heritage are available. John Wainwright and Julie Ridley reflect on the contemporary debate by discussing the findings from a commissioned service evaluation of an adoption agency that specialised in recruiting families of black, Asian and dual heritage, and placing children of black and minority ethnic (BME) heritage. This service evaluation provides evidence that focusing on recruiting BME individuals and families and matching them with children of similar heritage can be effective. The evaluation utilised mixed methods, including interviews with staff in the service, prospective and current adopters, and statistical information that informed an understanding of the type of ethnic matches made. Comparison was also made with a general adoption service within the commissioning agency using the same data collection methods.