Devon farmer Wilfred Emmanuel-Jones is using his next TV ad to highlight Black History Month.
The businessman behind The Black Farmer range will proclaim 'British History is Black History' against the patriotic soundtrack Jerusalem, Land of Hope and Glory.
The advert will feature black individuals Mary Seacole and Sgt. Lincoln Orville Lynch DFM to highlight their achievements throughout history.
He said: “British History is Black History and I am on a mission to get the country celebrating our black heroes.
"Some people may want to prevent the playing of this anthem, which is very much part of British history, but I am of the view that we should adopt it to reflect modern Britain and champion black history”
Mr Emmanuel-Jones, aged 62, received an MBE in December 2019 for services to farming, and said at the time that the agriculture industry "needs to be sexed up" in the way television chefs have changed catering.
After dreaming of owning a farm as a child, he surprised associates when he bought the small plot, near Launceston, which is now used to rear livestock for his range of meats and cheeses.
His latest advert will be released on October 1, the start of Black History Month. It features a collage of quick cuts showing portraits of black individuals from UK history intercut with stills and brief clips representing the context of their achievements.
The first year that Britain celebrated Black History Month was 1987. In the USA, it was first officially recognised by President Gerald Ford in 1976, and is supported by Coca Cola, Google, H&M, Barnes & Noble, OneUnited Bank and Nike.
