The Black Farmer is planning to expand beyond meat products with the launch of The Black Farmer's Wife brand, offering puddings, sweets and vegetarian options.
Brand creator Wilfred Emmanuel-Jones, who once billed himself as Britain's only black farmer, plans to launch the range later this year. He told The Grocer it would have a more "feminine feel" as a counterpoint to The Black Farmer's "masculine" meat products.
"The Black Farmer's Wife range will feature products The Black Farmer wouldn't do," said Emmanuel-Jones, who has regional listings in the major retailers with his sausages, bacon, ham and chicken.
"The Black Farmer brand is a masculine brand for British products that come from the farm. The range brings a point of difference that consumers can really taste between ours and own label products, which are restricted in their taste profile."
The Black Farmer's Wife would be positioned as "affordable premium rather than top-end gourmet", he said, with prices in line with premium own label brands. "Consumers who buy The Black Farmer brand see a great tasting product with a real person behind it and for a price they can afford."
The launch will be part of the company's drive to increase distribution from regional listings with the multiples to national coverage.
Emmanuel-Jones is also planning to open his first The Black Farmer restaurant and grill outlets this year with branches initially in London and Bath.
"We don't want to be a brand that is wholly dependent upon the supermarkets, but instead do some sort of franchise operation like the Cornish Pasty Company," he said. "Consumers will be able to get some of The Black Farmer experience by going into one of our restaurant and grills."