U.K. brand The Black Farmer is celebrating heroes of color on its grocery packs

A campaign by food brand Black Farmer is celebrating Black heroes on grocery packs across British supermarkets for Black History Month, which begins today in the U.K. The Black Farmer is headed by Wilfred Emmanuel-Jones, a former TV director and marketer-turned-farmer. His brand is offering sausages with Caribbean flavors such as a jerk pork sausage and jerk chicken sausage, with a pack design that celebrates Black contribution to British society. Figures such as nursing pioneer Mary Seacole, World War Two airman Seargeant Lincoln Orville Lynch and war veteran and civil rights campaigner George Arthur Roberts all feature on the packs. Grocery chains Marks & Spencer, Tesco, Sainsbury’s, Asda, Morrison’s, Co-op, Aldi, Lidl, Waitrose, Budgen’s and Ocado are all devoting in-store promotional space and profits to the Black History Month awareness campaign. Money will be donated to organizations the historic Black Cultural Archives and the Mary Seacole Trust. Emmanuel-Jones, who claims he is the U.K's only Black farmer, appears in an ad highlighting the initiative, seen here. “The George Floyd travesty has brought the importance of Black History Month well and truly front and center across the world and particularly Britain,” he said in a statement. "I have approached many companies to take part in Black History Month and more often than not I have been referred to their HR department who come out with the usual well-prepared statement saying nothing. I’m proud that Britain’s supermarkets have all backed The Black Farmer’s initiative.”

U.K. brand The Black Farmer is celebrating heroes of color on its grocery packs

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