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
Sales Assistant Kivonne Has Been At The Black Farmer’s Farm Shop In Brixton South London Since Its Early Days After Opening In December Last Year. She’s Friendly, Helpful, Clued Up, Tuned In And Clearly A Natural Sales Woman.
She Says It’s A Pretty Cool Place To Work, Which Is Reassuring And Good To Know As It’s A Pretty Cool Place To Shop, Chill Out And Hold Events Too. For A Life Less Ordinary And Goods of Great Quality It’s Worth Paying A Visit To This New Versatile Hub In The Local Brixton Community.
As Well As Being A Natural Salesman, Charming, And A Member of Britain’s Longstanding Chivalric Order of Honours, Wilfred 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 3 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: Jeopardy The 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.
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