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The Ceres Podcast

Stelios Theocharous (Founder & Director of Ceres | Pure Food Innovation) travels and talks to exciting people within the Food & Hospitality industry. We don't rush in this podcast, we really want to find out what makes people do what they do.

Focussed on learning from Chefs, Food Producers, Growers, Hoteliers, Suppliers, Restauranteurs, Trade Associations, and whoever makes hospitality happen.

Tune in if you're in the business of making hospitality happen.


Oct 31, 2021

Wilfred was born in Jamaica and raised in Birmingham; unqualified but persistent, he talked his way into television, becoming a producer/director. Responsible for introducing chefs like James Martin, Antony Worrall-Thompson, Brian Turner and Gordon Ramsay to the small screen – but he’s now known simply as The Black Farmer.

After a stint in TV, Wilfred fulfilled his ambition to own a small farm in Devon. Wilfred spotted that while many farmers had lost contact with the customer, he could engage directly with them and even persuade them to lobby supermarkets on his behalf.

This led Wilfred to launch a range of sausages and sauces under the Black Farmer label; Wilfred’s brand now extends to country clothing. Flavours without Frontiers sums up Wilfred’s personality and philosophy, and he refuses to be confined by race, convention or tradition. His forthright opinions on rural affairs and what he sees as justice for small producers often arouse media attention.

Wilfred has won entrepreneur awards, and in his presentations, he argues that everyone must take personal responsibility for their actions, no matter how disadvantaged. The alternative is to slide into a culture of victimhood. As part of his commitment to broadening horizons, he has launched a scholarship to give young people from inner-city communities an opportunity to experience life in a rural environment.

Buy Wilfred's Book Jeopardy: The Danger of Playing It Safe on the Path to Success.