The Fuel Podcast

Hosted ByKeith Smith

Interviews with leaders of companies from all areas of business on how they generate sales. What tactics do they use for their particular industry and how can you learn new tricks for your industry – all delivered with a jaunty perspective for your listening enjoyment!

The Black Farmer: It’s all about the Sizzle

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A real tale of inspiration, determination and motivation as I sit down with the leader, the brand ambassador, the genius behind The Black Farmer brand – Mr Wilfred Emmanuel-Jones MBE.

His story begins as part of the Windrush generation, coming from poor farming stock in Jamaica with his parents, as part of Britain’s shambolic attempt to rebuild the country after World War II.

Left to fend for themselves in a strange country, thousands of miles from home, with little or no support from the host nation, Wilfred’s parents settled in one of Birmingham’s poorest districts, but there was a glimmer of hope in the form of a small allotment, which Wilfred tended to help supplement his family’s food. He dreamed of becoming a farmer

His education was from the school of hard knocks. He battled racism, otherism, prejudice in business, climbing the ladder at the BBC and going on to become a marketing and broadcasting expert.

He achieved his original dream, going on to create The Black Farmer organic sausages, burgers, meatballs, bacon, chicken, free range eggs and cheese, which has now become a £10m creation.

He was awarded an MBE (Member of the British Empire – a royal appointment), he’s written a book on overcoming fear for failure and most of all, he beat cancer. He’s now working on his latest project – a series of farm shops in deprived communities, bringing healthy natural artisanal brands to food deserts.

He’s an awesome man who champions the underdog.

And he’s here giving his unvarnished truth in this thoroughly entertaining, frank and forthright interview for grown ups.

Wilfred’s LinkedIn profile

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