The document discusses The Black Farmer brand of sausages in the UK. It provides background on the founder who was raised in poverty and aspired to work in farming. As one of the few black farmers in the UK, neighbors coined the term "The Black Farmer" to describe him. The brand aims to be the number one premium pork sausage and promote British meat and gluten-free products. As a new brand competing with established competitors, The Black Farmer strives to offer more through social initiatives and a real relationship with consumers. The brand is transparent and uses social media to interact daily with consumers through competitions and responses. It also makes regular media appearances as a high-profile brand.

1. ICEW
12 – 13 March 2013
The Maslow Hotel, Sandton, Johannesburg

2. The Black Farmer Range

10. Available in all UK supermarkets

11. • My Background
– Raised in poverty in Jamaica and then
Birmingham
– Lived and worked in inner cities
– Aspired to a life working in the English
countryside - bringing urban and rural
communities closer
– Career in food (BBC TV + Marketing)

12. • Why The Black Farmer?
• Devon neighbours adopted the term to describe
the rare phenomenon of a black man in British
farming

13. • My strategy
– Maverick brand, challenge the status quo
– To be the No 1 premium branded pork
sausage in the UK market – the Gold
standard
– Promote Gluten Free commitment
– Develop a real relationship with our
consumers

14. • I was the new kid on the block
• There was serious competition from
established big brands
• David to their Goliath
• The Black Farmer had to be better and offer
more:
– British meat
– Gluten free
– Proactive social initiatives

15. 1. What our company stands for is as important as what we
sell
2. More than just its products - our brand should look to
offer hope
Two important ground rules for
everything The Black Farmer does:

16. Consumers want to engage with real
people. Gone are the days where you can
hide behind a corporate structure.
Think Richard Branson, think Bill Gates
The Black Farmer brand is the
embodiment of me and my life story.
People are buying into my beliefs and
behaviour.
I owe them honesty, transparency and
genuine communication

17. I love my consumer
• My consumer is my sales force
• I take time talking to them
• I look after them - Every email, letter
and phone call to The Black Farmer is
responded to personally and everyone
gets something for taking the trouble to
get in touch with us … a coupon, mug or
T shirt

18. I involve them in trying to get listings…

19. I give them money can’t buy
offers…
…a holiday on The Black Farmer’s farm
…a signed copy of The Black Farmer cookbook

20. The Black Farmer has embraced
Social Media
It is the perfect platform to develop strong personal
relationships with our consumers

21. • The Black Farmer has
– Daily contact and interaction with
consumers
– More fans and followers than any
other premium sausage brand
– Facebook: 9137 fans
– Twitter: 4010 followers
– YouTube – we post videos of life on
the farm, new products, recipes on
our website and YouTube for all to
share

22. • Run a programme of competitions
– Signed cook books
– Holidays at the farm
– Money off coupons

23. • Twitter
– We identify relevant conversation streams and
intercept with useful information about The
Black Farmer brand
• Coeliac
• Gluten free diet
• Sausages
– Responses are appreciative
and engaging

27. • Media
– The Black Farmer most high profile brand
– Year long schedule of talks and personal appearances
– Sought out for comment on food, farming and
entrepreneurialism
– TV, Radio and editorial contributions
– Regular award winner