Thursday, 8 December 2016
It's been a while since I wrote about sausages, and every time I see my blog title it's a little reminder that I should find something sausagey. So here we are - a great British brand, the man behind it and a special message for Christmas.
Wilfred Emmanuel-Jones bought his farm on the Devon/Cornwall borders in 1999, following a successful career as a TV producer and director. The locals who helped him while starting out inevitably referred to him as 'The Black Farmer,' so when Mr Emmanuel-Jones had an idea for a sausage brand for those with coeliac disease (and anyone else who fancied tasty gluten-free sausages, produced with the RSPCA's assurance), this was the natural choice for the brand name.
A brave brand name, which reflects the character of its founder. The TV ad above was a co-operation with the legendary Tony Kaye, and is quite unlike any sausage commercial ever seen before, with its mix of music, poetry, flamenco, Morris dancing - and bangers.
The product range has extended beyond sausages to meatballs, burgers, chicken, bacon, eggs and cheese. In addition, Emmanuel-Jones set up The Black Farmer Scholarship to encourage young people from inner cities and ethnic minorities into farming.
The Black Farmer has so many of the qualities of a great brand: uniqueness, integrity and attitude a-plenty: 'I am black, red, white and blue.' 'I will not be confined by race, convention or tradition.'
Wilfred Emmanuel-Jones has had leukaemia in recent years. The treatment has - ironically - destroyed his skin pigmentation in places. But for this Christmas, he has produced another extraordinary TV ad, this time to help raise funds for the charity Hope for Tomorrow, who provide mobile chemotherapy so people can get treatment closer to home.
Coming to your TV screens - I believe - just after the Queen's speech.