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The Black Farmer Shares His Soul and Life With Dyslexia

23 May 2016 10:00


If this press release had arrived to you in its raw state – it would look something like this: if tish Perss rleas had arved to you in ti war sate …
Most likely it would be interpreted as the ramblings of an illiterate or seen as a poor joke. No consideration would be given to its author being dyslexic.

This is Wilfred Emmanuel-Jones, entrepreneur and founder of The Black Farmer food brand, this is his soul and he is dyslexic. He shares his story and his soul through the #thisismysoul photo and video campaign, giving others the courage to share their own life stories. At a time when education reform means that so many young people are under pressure to pass tests and reach set standards, Wilfred’s story has been an inspiration.

“I thought dyslexia had hampered my life. Like many with undiagnosed dyslexia we are written off as stupid and worthless and that’s difficult to overcome. Although it has taken a long time, and many struggles, I now recognise that dyslexia can be a gift, allowing us to see the world differently, think differently, do things that others can’t.

“I have had to learn how to compensate for my dyslexia. In an age where being able to write well is a premium, those of us who have dyslexia either hide in the shadows, or seek out others bound by this disability. I am now 58 and I want to share my experiences so that I can help other dyslexics to recognise that they can achieve so much, that having dyslexia does not need to hold you back.”

In line with The Black Farmer’s ground-breaking TV commercial which offers a glimpse into the soul of Wilfred Emmanuel-Jones, #thisismysoul invites people from all walks of life from across the UK to share their stories on The campaign, which incorporates both film and photography offers a glimpse into the diverse social make up of Britain. Each image and video tells a story which gives an insight into the soul of each person as they share life experiences which we can all relate to and which unite us all. From people who have survived hardships to people who simple want the chance to speak up for what they believe in, by Wilfred sharing his own story he has given so many the courage to share their own.

Notes to editor:

Ronke Lawal
Michaela Pain
Twitter @TheBlackFarmer
Instagram @TheBlackFarmer
Facebook The Black Farmer
Wilfred Emmanuel-Jones
Entrepreneur, Game Changer

Wilfred is a classic entrepreneur and has an “anything is possible” attitude to everything he approaches – even his health.

Within a year of his close brush with death from Leukaemia and a stem cell transplant which confined him to a hospital bed for the best part of 2014, and still in the early days in his recovery, Wilfred is fired up and ready for a new a challenge. Always a game changer, this time he is shaking up the well-established world of tv advertising.

And serendipity has played its part. Having appointed London-based agency Big Eyes to create his brand’s first ever tv commercial, a chance remark led to Wilfred joining forces with his directing hero, the legendary industry bad-boy Tony Kaye. Both bringing to the table formidable history of creative histrionics the chemistry and creative fireworks were immediate and game changing.

#thisismysoul the resulting commercial is less a food brand commercial, more a work of art. In a few seconds this film opens a window on The Black Farmer’s soul – a pulsating high action assault on the senses, a very fair representation of the man himself. Set in his rural idyll in Devon it sees Wilfred indulging in his passions of Morris dancing and Flamenco. A ground breaking commercial – sausages have never been advertised in this way before. Watch the full advert here:

Driven by his love of rural life and traditions, 2016 will see Wilfred embark on a national tour of the UK to share the joys of Morris dancing – in his bid to close the rural/urban divide.

Credited with being the first black farmer in the UK, Wilfred has risen from humble beginnings, first in Jamaica and then inner-city Birmingham, to overcome the odds, buy a small farm on the Devon/Cornwall border and launch one of the most successful new food brands in the UK – The Black Farmer, whose range of gluten free sausages that now occupy the number one spot as UK’s top selling super premium sausage brand.

Offering great tasting gluten free products using high welfare protein is Wilfred’s promise to his consumers and he works hard to raise awareness of Coeliac disease.

Wilfred’s life journey has taken him on an interesting route. He left school with no qualifications, a difficult student and undiagnosed dyslexic. After an unsuccessful episode in the army, for a number of years Wilfred worked as a chef, before pursuing a career in the BBC, becoming a producer/director mainly working on food and drink programmes. He is credited with bringing many of the top celebrity chefs to the small screen including Gordon Ramsay, Antony Worrall-Thompson, Brian Turner and James Martin.

As well as taking time to write a cookery book published by Simon & Schuster and give motivational talks to young entrepreneurs, he was awarded an Honorary Doctorate of Marketing by Plymouth University.

Reflecting Wilfred’s own story, The Black Farmer supports Leuka cancer charity; British Dyslexic Association and CHICKS – providing respite breaks for disadvantaged children in the UK.

Flavours without Frontiers – the promise offered by his products also goes a long way to sum up his personality. He will not be confined by race, convention or tradition.

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Ariatu Public Relations specialises in excellence. Excellence in Public Relations. Excellence in our clients. Owned by @ronkelawal

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