He has been on this crusade and challenging supermarkets from

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					        The Black Farmer™
      Brings Colour to Food
            Retailing
Wilfred Emmanuel-Jones (aka The Black Farmer)
is a man with a mission. Not only has he made
his mark as the only black farmer in the UK
to stand up and be counted; he has to his
credit     one    of     the     food   industry’s          most
successful       new    brand    launches     –    The     Black
Farmer™ sausages and sauces.                 But The Black
Farmer’s     approach       is    far   from       humble    or
grateful.        In fact, this is a man who plans
to change the face of modern food retailing.


Flavours     without       Frontiers     –     the      promise
offered by his products also goes some way to
sum   up    his        personality.          He,     nor    his
products,        will      be     confined         by      race,
convention or tradition.                The Black Farmer
has some definite, no-nonsense views on how
the food industry needs to shake itself up.
He    believes      that       the   supermarkets             have    a
monopoly on convenience and, while necessary,
they        have    a    responsibility             to        smaller
producers who cannot compete – both in and
out    of    store.       For    example,      on        a    monthly
basis supermarkets should give up a third of
their car parks space to local producers to
sell    their      wares;      and     that   big    corporates
like    Unilever         should      offer     support            (not
domination)         to   small,        independent            nursery
companies, as it is these small producers who
bring true innovation to the marketplace.




In    the    belief      that    supermarkets        are          doing
their best to squeeze out the small guy thus
getting rid of innovation, Emmanuel-Jones is
unprecedented in barging in to demand that
they list this brand.                His bold approach has
gained him an audience with four of the top
five retailers, with Asda already listing The
Black Farmer™ sausages, soon to be followed
by Sainsbury, Morrisons and Tesco.                           He wants
to     shake       up    the     one     category            in      the
supermarket that is dominated by own label to
bring the consumer more choice.


But he doesn’t think the retailers are solely
responsible for the imbalance between large
and small.        His fellow producers in the South
West, he concedes, share some of the blame.
They insist on competing against each other,
rather          than        grouping         together     as      a
cooperative and taking on other regions and
other countries as a powerful and meaningful
brand.      Emmanuel-Jones believes in the power
of the cooperative so much so that wants to
form a strong cooperative in this country -
and   is    already         in     the    process   of    girding
other like-minded producers into action.


As    Emmanuel-Jones             prepares      to   launch     his
range      of    ham,       bacon    and     chicken    can    this
David      take        on    the     might     of   the   retail
Goliaths and win?


                                   --0—


Note to editors:
Emmanuel-Jones is, in his words, ‘a poor boy,
done good’.       As one of the first generation
of   immigrants    to    come   to    the     UK,   he    was
raised first in the poverty of the Jamaican
bush followed by a childhood and youth spent
with his eight brothers and sisters in a two
up two down terraced house in Small Heath,
inner-city      Birmingham.           His     promise      to
himself was that he would get out of this
gutter    and   one     day   enjoy    a     life   in    the
British      countryside.             His     route       was
circuitous.       Unqualified       but     ambitious     and
persistent he talked his way into television,
becoming a producer/director for the BBC (he
is   credited   with     bringing     many    of    the   top
celebrity chefs to the small screen – Gordon
Ramsay,      Antony       Worrall-Thompson,              Brian
Turner, James Martin et al); then he founded
a food and drink marketing company with his
wife and latterly, as owner of a small farm
in Devon, producer his own range of meat and
sauces under The Black Farmer label™.


For further information or interview, please
contact:


Pinday Bains
Commsplus
Lansdowne House
3/7 Northcote Road
London SW11 1NG
Tel: 020 7 978 4132
Fax: 020 7 801 0535
pinday@commsplus.com

				
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posted:2/18/2010
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