The Black Farmer launches food business collaboration
Wilfred Emmanuel-Jones, CEO and founder of The Black Farmer, has announced the launch of The Hatchery, an initiative that will see him working with other food entrepreneurs.
Emmanuel-Jones described The Hatchery as a “collaborative incubator” that will see small food businesses working together to “challenge larger corporations” and ensure their own ongoing success.
Prior to creating The Black Farmer (which produces sausages, bacon, fresh pork, fresh chicken and other products), Emmanuel-Jones launched a number of food brands including Loyd Grossman sauces and Kettle Chips.
This has given him what he describes as a “profound understanding of the challenges facing emerging FMCG brands, and insight into why nine out of ten businesses fail in their first three years”.
Emmanuel-Jones believes that a collective, collaborative approach is the best way of challenging the larger corporations.
“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,” he commented.
A prerequisite 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,” said Emmanuel-Jones.
“That is why my first cohort has three businesses with brilliant founders who are driven by a strong mission, ethos or passion.”
One of the first companies to sign up is Eat Life, created by Samantha Williamson, who was inspired to found the company after losing her father to acute myeloid leukaemia.
During his illness she would make him smoothies, soups, and cakes packed with nutrition, and this expanded into the Eat Life food brand.
Williamson commented: “Having Wilfred’s experience and guidance navigating the minefield of manufacturing and retail is invaluable. Being part of the Hatchery with Wilfred makes a lonely path much more fun. It’s great to feel like an entrepreneur but still be part of a team.”