The Black Farmer, Wilfred Emmanuel-Jones, says his 5,000 square foot farm shop in Brixton Village will be opening soon.
“The concept behind this pioneering endeavour is to bring the quintessential farm shop experience to the bustling streets of urban Britain,” he said, adding “Why should premium foods be exclusive to the idyllic countryside?”
The enterprise is intended to be the forerunner of similar vantures in places like Birmingham, Bristol, Bath, and Exeter. Birmingham is where Emmanuel-Jones spent his formative years.
He said his vision is to make “the authentic charm of a farm shop readily accessible to the diverse and dynamic urban communities that define our nation.
Emmanuel-Jones says diversity – or rather the lack of it – in the food industry has always concerned him and he sees his new venture ss “an opportunity to drive change, to welcome and empower diverse voices to play a pivotal role in the food chain”.
He said the Brixton store will be more than just a showcase for his range of products. “It will serve as a launchpad for innovative start-ups and artisan brands that are making waves in the food sector.”
Emmanuel-Jones is reaching out to local and South-Western artisan businesses, inviting them to come onboard and share their offerings with his customers.
“It’s a vision, a dream, a mission,” he says. “It’s an opportunity for The Black Farmer to mentor and guide those who share the passion for the food and drink industry. Together, we aim to reshape the landscape of urban food offerings, creating an exciting future for food lovers across the country.”
The Black Farmer, founded by Wilfred Emmanuel-Jones, is a brand focused on premium quality, ethically sourced, and delicious food, “with a commitment to diversity and a passion for the food and drink industry. The Black Farmer aims to bring the farm shop experience to urban Britain, making it accessible to all.”