This week on Food Rebels, AJ Sharp interviews Alex Emmanuel-Jones, Commercial Director of The Black Farmer, to unpack the real story behind one of the UK’s most recognisable challenger brands.
What started as Wilfred Emmanuel-Jones’ bold response to assumptions about who “belongs” in farming has grown into a nationally stocked brand found in Tesco, Sainsbury’s, Asda and Ocado, alongside urban farm shops in Brixton and White City.
But this is more than a retail success story.
It’s about representation.
It’s about resilience.
It’s about building a commercially successful food brand without compromising on values.