The Black Farmer has launched its second farm shop in London at Television Centre in White City.
The farm shop was supported by Stanhope, Mitsui Fudosan and other investors, and builds on the success of the brand’s first and flagship farm shop in Brixton.
The new location will provide quality British produce, a deli counter offering freshly prepared takeaway lunches, freshly ground coffee, and a range of farm shop products.
“Having worked as a producer and director for the BBC at Television Centre myself, opening The Black Farmer Farmshop in London at the iconic location is an incredible landmark for our team and a homecoming for me personally,” said founder Wilfred Emmanuel-Jones. “We are committed to showcasing the best-quality produce while fostering a sense of community, and we are so thrilled to share that vision with a new neighbourhood.
“It’s not just about selling great food; it’s about bringing a piece of the countryside to the city and creating a space where everyone feels welcome.”
The launch of the food brand’s farm shops is designed to create positive social change by making the food and farming industries more diverse and inclusive, it said.
Read more: How The Black Farmer is creating a ‘black Selfridges’ with its Brixton farm shop
“The purpose of The Black Farmer Farmshop extends beyond retail; it aims to bridge the gap between rural and urban communities by bringing the farm shop experience to the city,” said Claire Dawe, head of asset management at Stanhope.
“We are confident this new addition will bring energy and innovation to the ongoing regeneration of White City and the growing Innovation District, underscoring our commitment to creating a dynamic neighbourhood that embraces inclusivity.”
The Black Farmer Farmshop White City at Television Centre is “a welcoming space where everyone can enjoy the finest products and be inspired by the story behind them”.
“We are proud to support The Black Farmer’s journey to bring a rural farm shop experience to London, an initiative that aligns with our vision to create dynamic, inclusive urban spaces,” said Chris Perrott, asset management director at Mitsui Fudosan UK. “The latest addition to the iconic site in White City will be a new popular destination for shoppers and a place for the local community to thrive.”
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