Aimed at “ambitious food entrepreneurs”, The Black Farmer Hatchery’s plan is create a collective approach to food production that “challenges the larger corporations”.
Wilfred Emmanuel-Jones, CEO and founder of The Black Farmer, said: “Bringing together a group of exciting food entrepreneurs under my wing means that they can benefit from some of the advantages that large businesses take for granted – knowledge, reputation, scale and financial resources.”
Prior to creating The Black Farmer, Jones worked in the marketing sector and helped launch food and drink brands including Loyd Grossman sauces, Kettle Chips, Cobra Beer and Plymouth Gin.
One of the requirements for joining the Hatchery is that the brand has a mission-driven entrepreneur behind it.
“The key to beating the large, soulless corporate brands and the bland supermarket own-labels, is to create a brand with personality – a brand that makes you feel something,” he said. “That is why my first cohort has three businesses with brilliant founders who are driven by a strong mission, ethos or passion.”
The three businesses involved in the first cohort are nutritional brand Eat Life, health food outfit The Gym Kitchen and meat-free range Planet Jason.
Samantha Williamson, creator of Eat Life, said: “Having Wilfred’s experience and guidance navigating the minefield of manufacturing and retail is invaluable. Being part of the Hatchery with Wilfred, as well as Jason and Segun, makes a lonely path much more fun. It’s great to feel like an entrepreneur but still be part of a team.”
Jason Gibb, of Planet Jason, added: “With the energy and dynamism of Wilfred driving us all along we have a huge advantage over other start-ups. We’re also supporting each other, bound by the knowledge that the roots of sustainable success lie in also helping those around you succeed.”