The Black Farmer Launches #thisismysoul Photo Story Campaign


Everybody has a story to tell…  Everybody has a soul which brings their story to life.

In anticipation of The Black Farmer’s ground-breaking new TV commercial which offers a glimpse into the soul of its founder Wilfred Emmanuel-Jones, the brand has launched #thisismysoul – inviting people from all walks of life from across the UK to share their stories on #thisismysoul at


Wilfred’s own story shapes everything he does. From his own humble beginnings in Jamaica and then inner-city Birmingham, to TV director, to buying his Devon farm and his now hugely successful The Black Farmer brand, you can catch a glimpse into the soul that makes this man so formidable. “The importance of sharing our stories, unites us, makes us stronger.  I find people and their stories endlessly fascinating and enriching. I never stop learning and being amazed at what drives and inspires us.  We can learn so much from each other,”says Wilfred.


And what of Wilfred’s soul?  “I just love Flamenco dancing.  I also love Morris dancers and British eccentricity.  I want to celebrate the traditional side of being British and reclaim the flag to show that nationalism is not just the preserve of the sports field.  Championing rural Britain is in my soul.”  And that’s just the start.


#thisismysoul offers a window into the lives and loves of all sorts of individuals and gives us an insight into what makes us all so different and yet so alike.  Every week The Black Farmer will share different stories across social media and  It is open to everyone who would like to share their story.


For a sneak preview of The Black Farmer #thisismysoul commercial click this link:

[vimeo id=”151191280″]

Ronke Lawal

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