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.



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)