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Wilfred Emmanuel Jones, who launched the Black Farmer brand of gluten-free sausages, revealed the impact of consumer power, focused through social media, in launching a successful food brand.
“One of the problems with the large corporates [food firms], is that they don’t realise that social media now puts all customers in the boardroom. Customers have direct access to board directors and they can demand things from them.”
When Jones invited loyal customers to lobby supermarket buyers directly to stock his sausages, after publishing their contact details on his website, thousands took up his offer.
“Black Farmer is now the second largest premium sausage range in the country,” he said. “We really look after our customers and you’d be amazed how the customers pay you back.”
Tweeting was a great way to connect with customers, he told his Food & Drink Expo audience. “We are majorly big in social media. I was an early adopter and it really paid off for the business. Customers want to have a relationship with you.”