8 minute read
The Black farmer
Wilfred Emmanuel-Jones talks building his brand, success in the black community and taking on supermarket giants
WILFRED EMMANUEL-JONES isn’t just any black farmer, he is The Black Farmer.
Born in Clarendon, Jamaica, Emmanuel-Jones came to the UK as part of the Windrush generation.
While he’d spent the first few years of his life in rural Jamaica, Emmanuel-Jones’ first farming experience was hands on cultivating an allotment his father had in Small Heath in Birmingham, where his family settled once they arrived in England.
It was this experience that first ignited Emmanuel-Jones’ desire to one day own his own farm.
“Because we were quite poor, there were 11 of us in my family, my father had an allotment and it was my job as the oldest boy to look after this allotment.
“I loved it so much, it was then. When I was around the age of 11, that I decided that one day I would like to have my own farm,” he says.
But it wouldn’t be until 35 years later that he was able to realise this dream. Something Emmanuel-Jones only managed because he managed to earn enough money to do so.
And while his rags-to-riches success story is inspirational, he doesn’t want other black people to face the same barriers he did.
He is calling on institutions that own land, such as the Church and universities to actively facilitate the process to enable more black and minority ethnic people to get access to farming land.
“I’m saying to all of these institutions part of your social responsibility is to say to your land agents; a certain percentage – let’s say 10 per cent of the land you’re managing for us should be leased to rented out to people from diverse communities... it shouldn’t that you’ve got to be rich in order to actually get access to land,” he says.
Raising the money to purchase land isn’t the only obstacle aspiring black farmer’s face in Britain. Operating in a sector dominated by white people, Emmanuel-Jones was confronted with concerns from his family members when they heard about his plans to plant roots in Devon, and he says locals suspected he was secretly growing cannabis. “The moment you operate outside a stereotype, it confuses people. They think there’s some sort of negative motive behind it and I’ve always been of the belief that the key thing in life is not to be distracted by other people’s prejudices or other people’s concerns,” he says. “If I ever stopped and thought about what people thought, I would still be in Small Heath in Birmingham.”
Emmanuel-Jones doesn’t mince his words. It’s this ambitious attitude combined with his independence that saw him take on the major supermarkets, challenging them to stock his new range of sausages for Black History Month. The range or jerk pork and chicken sausages feature the faces of inspiring figures from British black history. One pack features nurse Mary Seacole, the others feature first world war veteran and civil rights campaigner George Arthur Roberts and Lincoln Orville Lynch, a distinguished RAF air gunner who served in the Second World War.
“This year I wrote to all of the big chief executives and all the big supermarkets and said this is the time that you lot need to do something to demonstrate that you are supporting the change. You have black customers shopping in your supermarkets, we want to demon-
strate that actually you care about their pound as much as you care about somebody else’s,” he says.
Sainsbury’s, Co-op Marks & Spencer, Tesco, Asda, Morrisons, Aldi, Lidl, Waitrose, Budgen’s and Ocado all agreed to stock the special sausages.
By nature of the product, the sausages have been placed in aisles where they are likely to be seen by a cross-section of supermarket shoppers, not just those interested in Caribbean produce. Emmanuel-Jones’ says he always intended to steer away from creating products that would be deemed “ethnic” from when he started
STAND OUT AND MAKE YOUR BRUNCH
With the wealth of brunches out there, how do you stand out and make your brunch event unique? Carib & Co Brunch has an idea how: by combining a tasty culinary experience with enriching and entertaining moments to remember.
The Carib and Co Brunch, last held at BOXPARK, was a successful evening of conversation, entertainment, art and marketplace for Black-owned British Brands. The Carib and Co brand consists of three concepts: Carib and Co Shop – an online platform for sellers to showcase their products. Carib and Co Card – a digital card for consumers to access special discounts. Carib and Co Podcast – a digital audio platform to educate and empower listeners. Founded by secondary school teacher Jade Weir-Reid, the Carib & Co brand came from her desire of bringing the community together, supporting success and talent while also providing a platform for up and coming and established small businesses.
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INNOVATIVE AND OUTSTANDING TEACHING
The Eden SDA School is a co-educational independent faith school providing a stimulating, holistic and transforming education, where we seek to harmoniously develop the whole child, building strengths and patiently fortifying weaknesses. We offer a unique learning journey for children from the age of 2 to 18.
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Through innovative and outstanding teaching, very small classes, the attainment of wisdom and knowledge coupled with character development and the promotion of independent thinking, we are enabled to drive our vision to educate our pupils for eternity.
Our school is a warm, friendly and vibrant learning community where our pupils’ creativity is nurtured through music, drama, dance and the creative inspired to start her own PR company due to the lack of creative output she experienced when working in-house. Thinking she could do better she started Rochelle White PR in 2015 and focused on offering a more creative, rebellious and personal touch. Their ethos is to only work with brands they love, ensuring these are brands they would recommend, buy from and use themselves. In 2017
arts; their life skills cultivated and honed and where academic excellence is facilitated and celebrated. Great results, character building, lasting friendships, a healthier lifestyle and a bright future will give each child The Eden Experience!
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THE EDEN SCHOOL
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they re-branded as Rochelle White Agency, and over the past 5 years have worked with start-ups, national and international brands “we are in a place that we are levelling up and going to the next stage in our business” Rochelle is currently taking part in the NatWest Entrepreneur Accelerator in Milton Keynes and shared the following with us.
Q: What is your business?
A: We are a full service creative marketing and PR agency. We work within the consumer, lifestyle, music and entertainment industries. We specialise in working with brands to tell their story, build their profile in a creative way. We are communications rebels.
Q: What’s your USP?
A: PR and Marketing with a personal touch and rebellious vibes. We’re rebels with a cause!
Q: Why did you start your company and what is your ultimate goal?
The why was to create an agency that cared more about the clients and not just numbers. The goal is to be one of the go-to agencies for creative campaigns, marketing and PR. We want to be one of the leading agencies working within the music and
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SHAKS BOUTIQUE
We are a mother and daughter duo based in the East side of London. The concept of Shaksboutique came to life as my daughter (Shakira) has an eye for fashion and has experience in the modelling industry, whilst my (Alexandra’s) nurturing traits as well as interest and passion to encourage my children, in order for them to fulfil their dreams, created this beautiful business.
Together we are a tag team supplying women of all ages with the latest fashion and trends, whether it be clothes or accessories, we aim to promote confidence, enhance outer beauty and provide comfortability, we have something for everyone.
OUR BRAND
Our mission is to empower unique, confident women, to ensure you feel great in your body! By bringing to you, World-Wide forward-thinking fashion trends, to which new items are added on a regular basis! Our aim is to equip all women with on trend garments, that will meet all aspects of their lifestyles at affordable prices.
