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.
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.