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My purpose is to inspire and empower people to pursue their dreams
I overcame all the odds to become a successful entrepreneur and I believe that everyone, regardless of their ethnicity or background, should have the opportunity to achieve their full potential. I also believe that business can be a powerful force for good, driving positive change.
I work constantly, through my partnerships and products, to encourage diversity in farming and the wider food industry. By sharing my story and supporting aspiring entrepreneurs, I hope to inspire and give confidence to people from all walks of life.
Who I Am & Why I Do This
I’m Wilfred Emmanuel-Jones, also known as The Black Farmer.
Born in Jamaica and raised in inner-city Birmingham as part of the Windrush generation, I turned childhood hardship into a life of bold ambition.
Today, I use food, farming, and fearless entrepreneurship to show that success doesn’t come from playing it safe—it comes from owning your difference.
Step Into My World
From a cramped house in Birmingham, I worked on my father’s allotment, growing food to feed our family. That plot of land sparked a dream: to one day own a farm in the British countryside. I had no qualifications, struggled with undiagnosed dyslexia, and got kicked out of the Parachute Regiment, but I didn’t give up.
After flipping burgers, training as a chef, and hustling my way into the BBC, I spent years producing food programmes—helping to launch the careers of Gordon Ramsay, James Martin and more. Then, at 40, I finally bought a farm in Devon.
Locals called me The Black Farmer—a name I wore with pride.
It became a brand. A mission. A movement.
Honours and awards
My efforts have been recognised far and wide. I have received an Honorary Degree for my contributions to the farming industry, as well as an Honorary Doctorate in Marketing. More recently, I joined the Governing Council of the Royal Agricultural University, where I continue to help shape farming education with a focus on diversity and innovation.
After years of building businesses—and battling illness—I realised our biggest barrier to success is fear of the unknown.
So I wrote Jeopardy, a book that challenges people to stop playing small.
Inside, I share lessons on risk, resilience, and self-belief—rooted in a journey that took me from poverty to pioneering.
The Hatchery: Helping Other Brands Take Flight
As a Director at Good Business Pays, I advocate for fairer treatment of small suppliers and faster payment practices—because when small businesses thrive, we all benefit.
I created The Hatchery to support underrepresented entrepreneurs in launching bold, brilliant brands.
We provide mentorship, visibility, and access to retail through shared belief and real support.
Final Word
I built The Black Farmer to stand for something bigger than food.
It's about defying expectations, celebrating culture, and proving that difference is your power.
I hope my story inspires yours.
– Wilfred Emmanuel-Jones MBE
