‘Bringing the farm to the city’: The Black Farmer unveils plans for farm shop in Brixton
A farm shop is set to arrive in Brixton that “promises to revolutionise the urban food and drink scene in the UK”.
The Black Farmer, a premium food brand run by Windrush generation descendant Wilfred Emmanuel-Jones, is set to establish its first farm shop in the heart of Brixton, aiming to create a haven for foodies, and fostering diversity within the industry.
Wilfred Emmanuel-Jones, known as The Black Farmer, said: “I’m excited to announce that The Black Farmer is planting its roots right here in Brixton. My brand new 5,000 sqft store in South London will be opening soon.”
The company said the concept behind this move is to bring the farm shop experience to the bustling streets of urban Britain. The shop will set in Market Row and is expected to open in mid-December.
Mr Emmanuel-Jones said: “Why should premium foods be exclusive to the idyllic countryside?”
He said his vision is to make the authentic charm of a farm shop readily accessible to diverse and dynamic urban communities.
Diversity, or rather the lack of it, in the food industry has always concerned Emmanuel-Jones deeply.
With this store, he sees an opportunity to drive change, to welcome and empower diverse voices to play a pivotal role in the food chain.
The Brixton store will be more than just a showcase for The Black Farmer’s range of products, according to Mr Emmanuel-Jones. It will also serve as a launchpad for innovative start-ups and artisan brands that are making waves in the food sector.
A spokeswoman for The Black Farmer said: “This venture isn’t just about a new store. It’s a vision, a dream, a mission. It’s an opportunity for The Black Farmer to mentor and guide those who share the passion for the food and drink industry.
“Together, they aim to reshape the landscape of urban food offerings, creating an exciting future for food lovers across the country.”
Pictured top: Wilfred Emmanuel-Jones on the site of The Black Farmer’s first farm shop (Picture: The Black Farmer)