NPA invites the ‘Black Farmer’ to next PG meeting

The NPA has invited Wilfred Emmanuel Jones, aka the Black Farmer, to its next Producer Group (PG) to discuss antibiotic use and how the pig industry markets itself.

NPA chief executive Zoe Davies told the latest PG meeting, in London, that she had held a ‘very positive’ meeting with Mr Emmanuel Jones.

The meeting was set up after NPA comments responding to the launch of the Black Farmer’s ‘Raised Without Antibiotics’ pork range were misinterpreted in the media. Marking the launch in December, Mr Emmanuel Jones claimed that ‘unbeknown to the consumer, pork rearing involves the blanket use of antibiotics’, a claim the NPA said was ‘misleading’.

During the meeting, they discussed the reality of how antibiotics are used across the pig sector and the challenges and opportunities presented by the new antibiotic targets. Mr Emmanual Jones also had some fascinating views on how the industry should approach the marketing of its products.

Dr Davies said: “It was an excellent meeting. I was really keen to meet up and clarify where we both stand on antibiotic use and on how we communicate the key messages clearly to the consumer, particularly where ‘Antibiotic Free’ is used as a marketing tool.

“Wilfred is a tremendously successful marketer, who has seized his opportunity to make his mark on the sector. As someone who doesn’t own pigs, himself, this was a chance to discuss and explain some of the finer details of pig production, in what is a diverse UK pig sector where everyone is pulling together to meet the antibiotic challenge.

“He is very enthusiastic and full of interesting ideas about how the pig industry can better promote itself. We are certainly keen to work together, so I have invited him to the next meeting of the NPA Producer Group to discuss some of these ideas!”

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Editor of LBM titles Pig World and Farm Business and group editor of Agronomist and Arable Farmer. National Pig Association's webmaster. Previously political editor at Farmers Guardian for many years and also worked Farmers Weekly. Occasional farming media pundit. Brought up on a Leicestershire farm, now work from a shed in the garden in Oxfordshire. Big fan of Leicester City and Leicester Tigers. Occasional cricketer.