Black Farmer’s Caribbean joy

Flavours without frontiers

Wilfred Emmanuel-Jones, aka The Black Farmer, is finishing 2021 much the way he started – with a bang! After a fantastically successful campaign to raise awareness of Windrush Day in May - with his special edition Sweet Chilli sausages in major supermarkets supported by a national advertising campaign - he also got behind

Black History Month with The Black Farmer Jerk Pork and Jerk Chicken sausages making a re-appearance in the shops in October.

Wilfred’s motto ‘Inspiring the Future’ reinforces his desire for young people to take inspiration from his own achievements, and to dream big, work hard, stay focused and bring those dreams to fruition.

He said: “There is so much evidence through British history of the extraordinary achievements of people of Afro-Caribbean heritage, like Mary Seacole and Sergeant Lincoln Orville Lynch DFM, to name but two... and people in the wider community are surprised when they hear about them. Well, they shouldn’t be surprised, it should be common knowledge – a natural part of their education.

“Through my own high profile and my Black Farmer brand, I am determined that black history and the contribution we have made to the culture and cuisine of this country becomes more widely recognised and appreciated – not just on special days but as part of the national curriculum,” Wilfred added. Now, through his The Black Farm-

er Farmshop, Wilfred has extended his offering to include a wide range of Caribbean fare. “Part of creating awareness is by bringing the unfamiliar into the mainstream. I know that many classic Caribbean dishes would be enjoyed in the wider community, but people can be hesitant about using unfamiliar ingredients. I have put together a special Caribbean box

which provides a selection of ingredients to cook up my favourite comfort foods – Rice and Peas and Jerk Chicken or Curry Goat!” Not only that, but the Farmshop - which has built a loyal following - gives access to Caribbean goods that many living outside the main towns and cities find hard to get hold of. Since launching his online Farmshop just under a year ago, it has grown rapidly with a very wide range of fare available. Wilfred said: “My ambition is to have something for everyone – whether that is meat, vegetables, condiments, or gifts. As regular visitors will know, I am adding new products all the time.” And what next for The Black Farmer? “My ultimate ambition is to have a ‘bricks and mortar’ Farmshop, and now that we are coming out of Covid-19, I am actively looking for a location. I am extremely exPart of creating awareness is by bringing the unfamiliar into the mainstream “ ” cited about the prospect!” n

For those readers who would like to try out The Black Farmshop online Farmshop visit: www.theblackfarmer.com/shop/