‘The Black Farmer,’ Wilfred Emmanuel-Jones on taking risks

Nearly twenty years ago, Wilfred Emmanuel-Jones ploughed money from a successful career in marketing into a food business. From day one he took risks, choosing to call his brand ‘The Black Farmer,’ despite research telling him to avoid the “edgy name”. In this episode we talk about: 

• How he built The Black Farmer brand 
• Why he sells “a vision not a product” 
• His belief that good people will find you “if you put it out there” 
• Why some institutions should give up acres of land to people who want to farm 
• Why farming must embrace diversity and new ideas 
• How shows like The Apprentice are pushing impossible Instagram success 

Wilfred will be appearing at the Evening Standard’s SME XPO at London’s EXCEL on April 25th and 26th along with people like Deborah Meaden, Levi Roots and Charlie Mullins. Go to SMEXPO.co.uk for free tickets. 

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