Posted on: November 18, 2020 Posted by: admin Comments: 0

Farmer Wilfred Emmanuel-Jones
The Black Farmer has praised Sainsbury’s for its Christmas advert and says other retailers should stand up and be counted (Picture: The Black Farmer)

The Black Farmer has praised Sainsbury’s for its Christmas advert which sparked boycott threats and called on rival supermarkets not to duck the controversy.

Wilfred Emmanuel-Jones previously appeared in a campaign supported by the retail giant to promote Black History Month, receiving an overwhelmingly positive reaction.

However a subsequent advert by the chain showing a black family enjoying a traditional British Christmas – the first of three festive promotions – drew criticisms on social media including claims that it is ‘virtual signalling’ and ‘unrepresentative’.

The Windrush-generation entrepreneur has been striving to increase diversity within the UK food, retail and farming industries.

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In October, his Black History Month campaign, which was supported by Sainsbury’s, raised money for charities the Black Cultural Archives and the Mary Seacole Trust.

Mr Emmanuel-Jones said: ‘Supermarkets have to start doing a lot more to demonstrate that they represent all of Britain. For years I have been trying to get supermarkets to celebrate Black History Month.

Farmer Wilfred Emmanuel-Jones
Wilfred Emmanuel-Jones runs a cattle farm in Devon and founded The Black Farmers brand which is stocked by Sainsbury’s (Picture: Adrian Sherratt/ Alamy Stock Photo)
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