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TheOrator.Press Business Page: The Black Farmer And The Black Farmer’s Daughter Make History As She Launches Her Own Range Within Her Father’s Famous Farming Brand. His New Brixton Based South London “Urban” Farm Shop Showcases That Marketing Is Meat & Veg To This Family Business. Another Store Is Already In Development For White City, West London! October 2024.
A Black History Month Special
The Black Farmer To Launch A New Farm Shop In White City!
A New Branch, Opening On The Historical Site of Former West London Farmland, Is Planned For The Year End
The Black Farmer, Wilfred Emmanuel Jones, Is Charm Personified. He Speaks Well, Dresses Well And Sells Well. He Also Comes With A Royal Seal of Approval Having Been Awarded An MBE In The 2020 New Year’s Honours List. He Received It From King Charles (Then Prince Charles) At St James’ Palace, June 2021, Accompanied By His Daughter Scarlett. She Now Joins Her Father In His Business ‘The Black Farmer’ Brand.
As Well As Being A Natural Salesman, Charming, And A Member of Britain’s Longstanding Chivalric Order of Honours, He Is Also As Strong As An Ox.
Now 66 Years Old, He Came To Birmingham In England’s West Midlands, From Frankfield‘ Clarendon, Jamaica Aged Just Four Years of Age In The 1950s, As A Windrush Infant. It Was A Tough Childhood. His Father Was A Respected Pastor Back Home, But Here He Was Downgraded To A Figure of Racial Abuse As Just Another Factory Assembly Line Worker.
The Racial Bullying Impacted His Mental Well-Being And He Sadly Unleased His Frustration On His Family, Two Adults And Nine Kids. It’s A Crying Shame. But It’s Something Wilfred Ultimately Overcame. This Was Not Easy, Especially As He Also Suffered From Dyslexia, A Condition He Now Considers His Super Power As It Allows Him To Observe The World Differently Which Has Served Him Well In Building His Business. Not Only Is It Black History Month In Britain, It Is Also World Mental Health Day On October 10th As Endorsed By The World Health Organisation @who. So This Aspect of The Black Farmer’s Success Story Seems Very Poignant And Relevant Indeed.
[The Black Farmer’s Business Approach Brings To Mind Our Special Feature Earlier This Year, In Our June Issue, Featuring James Timpson (The Boot Mender – Now Prisons Minister In The New Starmer Labour Government) And His ‘Upside Down’ Management. Clearly, Seeing Things Differently Can Sometimes Be A Winning Business Strategy.]
Later See Our Seperate ‘TheBlackFarmer Urban Farm Shop ‘Food & Drink & Venue Review’ In Part 2 of This Black History Month Business Feature Special, Also In This Month’s Issue. It Includes An Extract From His Wilfred’s Interview With Charlie Leon Also Known As ‘ACE’ Where He Explains Why Having The Courage To Think Differently Is Important. Ace Wants To “Inspire The World To Travel More” As He Travels The World And Documents The Global Black Experience. He Has Been To London A Number of Times And Was Also Here Early Last Mont (Wearing Jeans With A White T-Shirt) For #BlackOnTheSquare
Sadly In 2014 Wilfred Received A Myeloid Lukeamia Diagnosis Which Resulted In Him Needing Stem Cell Treatment. Ever Entreprenurial He Went On To Launch A New Skin Products Range Due To The Skin Irritation His Treatment Caused Him. (He Called The Range ‘Pause’ And It Is Still Available). He Also Wrote A Book Called ‘Jeopardy’ Published In 2018 By Hachette Books All About How To Look At Things Differently (Especially Business). And of Course It Is Available To Buy In The Book Section of His Farmshop, Which Has Many Different Elements Within It.
The Book Highlights His Transferable Skills Having Coming From A Food & Drink TV Background After Extraordinarily Achieving An Educational Scholarship In The Food Industry Despite His Dyslexia. He Includes His Career Milestones, Including Starting A Marketing Company And Getting Involved With Politics (And David Cameron’s Conservative Party). He Bought The Farm Circa 2020 And Has Embraced Country Life Ever Since (Even Taking Up Morris Dancing). Having Received An Honourary Doctorate For Services To Farming, He Also Established A Farming Scholorship.
Wilfred Emmanuel Jones: JeopardyThe Risk of Danger of Playing It Safe On The Path To Success
Book Includes An Endorsement From Food & Drink TV Pioneer Peter Bazalgette
As The Eldest Son Wilfred’s Family Chore Was To Help His Father on The Allotment, A Main Source of The Family’s Food. It Inspired His Dream of Having A Farm And A Farm Shop. That Dream Came True When He Was Aged Forty. They Say Life Begins At Forty And Certainly The Brand Began Then Because As The Only Black Farmer In Britain That’s What His Rural Neighbours Called Him. To Coin A Phrase ‘He Owned It’ ‘Ran With It’ And Made It Work For Him.
Having Visited His Farm Shop Based In Brixton’s Market Row, Off Brixton’s Famous Electric Avenue, On Friday October 11th 2024, It Has Clearly Been Designed To Create A Bright, ‘Airey’ And ‘Open’ Feel, On All Levels. The Large, Wide, Open-Plan, Ground Floor And The Mezzanine Levels Are Inviting And Welcoming, Yet Spacious And Adventuresome. It’s An Organic Addition To His Agricultural Empire, Which Is Built Around His Devon And Cornwall Farm In The Lauceston Area.
Wilfred Shared Beautiful Footage of Two Deer Visiting His Devonshire Farm Last Month. It’s So Serene And Uplifting One Could Watch It Time And Again! (See The En’dearing’ Video Below).
It Is A Well Known Fact That Outdoor Spaces, Green And Pleasant Land, And Being Grounded In Nature Is Good For One’s Mental Health. But This Is Something That Should Be Available To All And The Youthful Farmer Hopes His Example With Help Inspire Others With The Black Community To Consider Farming In Britain.
Below: Just One Room With A View At RHS Hampton Court Which We Visited In 2022 And Look Forward To Visiting Again In Future.
At The Royal Hampton Court Garden Festival In 2022 We Interviewed Wilfred’s Namesake, Danny Clarke – The Black Gardener – Who Is Part of A Campaign Advocating For The Development And Maintenence of More Green Spaces In Urban Areas, Not Just The Countryside.
TheOrator.Press Was Amazed Observing The Acres Upon Acres Upon Acres of Land Visible For All To See Who Visit The RHS Hampton Court Annual Garden Festival (Which We Wrote About After Our First Press Visit In 2022).
it is really important to celebrate Windrush Day
not only reflect on the achievements and contributions made by that generation for the greater good of Britain
but to help inspire future generations on what can be achieved
We Shared Our Story of This Experience With Danny And He Interestingly Observed That The Longevity of The Landed Gentry Is No Coincidence. Such Land Ownership Has Real World Consequences.
Access To Greenery And Being Out In Nature Does Make A Big Difference To Well-Being, Good Living And Even Life Span.
He And The King Meet Each Other At The Chelsea Flower Show 2023 Which We Were Thrilled To Witness And Also Write About.
The King Also Visited Danny’s ‘Closing The Gap’ Garden Which Won A Silver Gilt Award In The Discovery Category of The Show.
It Was The Famous Flower Show’s Smallest Ever Garden And Was Designed To Highlight The Lack of Green Spaces In Urban Areas.
We Met The Black Farmer On The Second Friday of British Black History Month. On The Second Sunday He Was Hosting A Black History Month Event At The Farm Shop, With Musicians, Story-Telling, Caribbean Food And Drink, Customers And Members of The Local Community. He Started A Black Farmer Black History Month Campaign Three Years Ago And It Still Continues To This Year
Listen To Another of Our Interviews In Our ‘Pods On A Page’ Interview Series
I have been dealing with the major retailers for years
and without exception, their HQ management teams are almost exclusively white
That needs to change, as it is at odds with their customer base and shop floor staff, who are hugely diverse.
TheBlackFarmer 2021
Millions of Afro-Caribbean People Have Dual Heritage And Beyond Due To Historical European Enslavement Of Their Own People On Their Own Afro-Caribbean People On Their Own Lands And Enslavement Abroad.
Having Dreamed of Buying His Own Farm Since The Age of 11, He Finally Bought His Devonshire Farm On The Cornwall Border, Launceston Area In 1999.He Says Owing Land Makes Him Feel Rooted In The Country.
My mission is to use my own successto champion greater diversity and representation
within the sectorthrough initiatives such as
our Black History Month campaign
and our Windrush Celebration.
TheBlackFarmer, 2021
His New Store Will Be In The White City Area of Shepherd’s Bush (Former Arable Farm Land). Between 1908-1914 (Pre-WW1) A Certain Section of The Area Hosted Various International Trade Exhibitions And Used White Marble For The Exhibition Pavillions Hence How The Area It Got Its Name.
Genuine Jerk Chicken Deli Style Bites Are Available At The Black Farmer’s Deli Counter, Made By The Farm Shop’s In-House British-Caribbean Chef Gabriel
Hopefully Coffee And Walnut Cake Is On The Way Very Soon, But In The Meantime Guinness Is An Afro-Caribbean Favourite And The Black Farmer Deli Counter Also Sells Guinness Chocolate Cake, Red Velvet Cake And Many More Favourites Beyond.
The History of Slavery In Jamaica Means That Many Jamaicans Have Both Scottish And Jamaican Heritage. What’s Great About The Black Farmer Is That His Own Scotch Whiskey Label And His Own Tartan Fabric Design (Black, Gold, And Green. With Blue Too) Acknowledges This Fact.
Rum Punch And Wray & Nephew Too And Our Favourtie Tonic Water ‘Fever Tree’ Are All Available At The Black Farmer’s “Urban” Farm Shop Brixton. The Black Farmer Announces That TheBlackFarmer Farm Shop Is Due To Open A Second Store In White City By The End of The Year.
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