‘My vision has finally come to life’: The Black Farmer unveils new shop with launch events

A farm shop that “promises to revolutionise the urban food and drink scene in the UK”,  is offering a series of launch events next week ahead of its official opening.

The Black Farmer, a premium food brand run by Windrush generation descendant Wilfred Emmanuel-Jones, will be hosting three launch days from December 11 to 13, in its brand new shop in Coldharbour Lane, Brixton, in the run up to its official opening on December 14.

Mr Emmanuel-Jones said: “This is more than just a shop opening, it’s an experience. 

The Black Farmer shop in Brixton Village will be officially opened later this month (Picture: The Black Farmer)

“From the start I have involved my customers and the local community in this project, and they have helped me shape this 5000 sq ft Farmshop into an extraordinary experience for everyone. 

“I am so excited that my vision has finally come to life!”

Eager customers can sign up to be a VIP through the Black Farmer website to receive 20 per cent discounted purchases and offer feedback on their experience – to contribute to the final touches ahead of the official opening.

The company said the concept behind the new shop is to bring the farm shop experience to the bustling streets of urban Britain.

Mr Emmanuel-Jones holding a poster to advertise his new shop in Brixton (Picture: The Black Farmer)

Diversity, or rather the lack of it, in the food industry has always concerned Emmanuel-Jones deeply.

Mr Emmanuel-Jones said: “Why should premium foods be exclusive to the idyllic countryside.

“My Brixton Farm shop is set to become a hub for innovative start-ups and local artisans, reflecting the vibrant spirit of the community.”

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.

Pictured top: Wilfred Emmanuel-Jones on the site of The Black Farmer’s first farm shop (Picture: The Black Farmer)

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