Build a brand and you can sell anything. That is the message from two well-known UK farmers that have diversified their businesses and are selling branded farm produce. People don’t buy what you do, but why you do it, that is according to Wilfred Emmanuel Jones and Hannah Jackson, otherwise known as ‘The Black Farmer’ and ‘The Red Shepherdess’.

Both The Black Farmer and The Red Shepherdess are first and foremost a brand, not a product.