Urban farm shop The Black Farmer is to open its first permanent retail site in London’s Brixton Village later this year.
The Black Farmer, launched by farmer and ex-TV executive Wilfred Emmanuel-Jones MBE in 2004, will offer produce and ready-to-eat meals, as well as gifts and a café bar.
The new 5,000 sq ft store will stock both the brand’s label, and also showcase start-ups and up-and-coming food brands from Emmanuel-Jones’ The Hatchery initiative when it opens in mid December.
Emmanuel-Jones, who was part of the Windrush generation, said the store the farm shop’s Brixton location reflected his heritage. He wants the inner-city farm shop to become “a mainstay in the epicentre of London’s culinary diversity”.
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The Black Farmer’s own-brand is now stocked in retailers including M&S, Tesco, Sainsbury’s, Morrisons and Ocado.
Emmanuel-Jones said: “The Black Farmer has always been a brand that represents change, and what can be achieved from a diverse black background.
“This is going to be a farm shop that can appeal to everyone. My ambition is to become the Black Selfridges.”
Brixton Village general manager Diana Nabagereka said: “Introducing The Black Farmer as our anchor tenant in Market Row demonstrates our ongoing commitment to preserving our heritage as a market offering quality produce.”
“The brand’s commitment to community empowerment via the Hatchery initiative aligns perfectly with our reputation as a springboard for new businesses.
“We can’t wait to see the positive impact his presence will have on Brixton Village and what it brings to Market Row.”
