113 - Breaking Boundaries in Business: Wilfred Emmanuel-Jones Talks The Black Farmer on The Ceres Podcast

In the latest episode of The Ceres Podcast (Episode 113, Season 4), host Stelios Theocharous welcomes a truly inspiring guest—Wilfred Emmanuel-Jones, the man behind the bold Black Farmer brand. This conversation is not just about business but about challenging societal norms, overcoming personal adversity, and dreaming audaciously. This episode is a must-listen if you’re in the fish and chips industry, hospitality, or just interested in entrepreneurial success.

Wilfred’s Journey from Jamaica to Entrepreneurial Success

Born in Jamaica and arriving in the UK as part of the Windrush generation, Wilfred’s story is one of resilience. Raised in a cramped, working-class household in Birmingham, his early years were marked by poverty and hardship. However, during this time, he made a crucial promise to himself: one day, he would own a farm. Wilfred’s journey from those humble beginnings to founding a successful food brand is nothing short of extraordinary. He passionately speaks about the entrepreneurial spirit of those who, like his parents, left their homeland to make a better life. His story is a testament to how necessity breeds creativity and resilience.

Challenging the Status Quo

What makes Wilfred’s journey unique is his willingness to challenge the norms and tackle difficult conversations head-on. One of the most striking parts of the episode is Wilfred’s approach to race and identity. Naming his brand The Black Farmer was a bold move that generated both support and controversy. Despite initial research advising against it, Wilfred stayed true to his vision. He discusses the importance of staying audacious and how, in the UK, people with ambitions often face societal pressure to remain in their place. He emphasizes the importance of having the courage to dream big, even when the world may not always celebrate success.

The ‘Why’ Behind Business Success

A central theme in this episode is understanding the why behind a business. Wilfred explains that great brands aren’t built just on products but on a belief system. He draws parallels between the Black Farmer brand and other successful companies, highlighting the importance of authenticity over perfection. This is especially evident when he talks about his pivot from sauces to sausages and the success of his products, which are driven by a deeper mission rather than just their immediate appeal.

Personal Insights and Advice

Wilfred offers powerful advice for anyone in business. His reflections on failure, perseverance, and the importance of business flexibility are invaluable. He encourages entrepreneurs to fail fast, learn quickly, and remain open to change. One of his most impactful pieces of advice is that life and business are inherently uncertain, and embracing that uncertainty is key to success.

The Black Farmer Brand’s Future

Looking forward, Wilfred envisions expanding the Black Farmer brand into new spaces, including a physical “Black Farmer Experience” that combines a farm, restaurant, and conference centre. This bold new venture will celebrate multiculturalism and the connection between urban and rural Britain, providing an inspiring environment for all who visit.

This episode is more than just a conversation about business; it’s about breaking boundaries, embracing uncertainty, and living one’s truth. Whether you’re in hospitality, looking to start a business, or simply interested in stories of personal growth, Wilfred Emmanuel-Jones’ journey will inspire and challenge you.

Tune In Now

Don’t miss out on the chance to hear Wilfred Emmanuel-Jones’ incredible story. Episode 113 of The Ceres Podcast is available now—subscribe today to stay inspired and informed.