In this candid conversation, Wilfred Emmanuel-Jones MBE, Founder of The Black Farmer farm shop, and his son and Commercial Director Alex will share the story behind their growing retail venture rooted in purpose, provenance and community. From launching their first site in Brixton Village to expanding into unexpected urban locations, they’ll reflect on what drives their decisions, how they select products that align with their values, and why mission-led retail can thrive in the mainstream.

As both retailers and producers, they offer a rare dual perspective on trying to get products onto shelves, while also making space for others. They’ll discuss how small businesses can support emerging brands, the strategy behind the product curation in The Black Farmer, and how retailers of all sizes can be more intentional and commercially smart in today’s changing retail landscape.

Expect honest reflections, practical insight, and plenty of inspiration for anyone looking to build a standout food retail experience.