The Black Farmer donates Christmas ad slot to charity

Sausage producer The Black Farmer has bought a Channel 4 TV advertising spot on Christmas Day and donated it to charity. 

Founder Wilfred Emmanuel-Jones has donated the space to Hope for Tomorrow, a charity that aims to alleviate some of the stresses associated with receiving treatment for cancer. Emmanuel-Jones said he had chosen this particular charity after it supported him when he was diagnosed with leukaemia. He also wanted to support a charity that wasn’t in the public eye as much as others.

He said: “As we approach Christmas, I believe it is time for us to shine a light on these wonderful charity underdogs, the tireless heroes who find themselves overshadowed by large organisations, even though their work is simply as important, if not more. All giving is great, but what I am calling for businesses to do is to challenge conventions and break from the norm. Rather than donating or working solely with the big charity names we all know, I am asking them to give some of their company’s CSR activity to a smaller charity.”

To help raise awareness, The Black Farmer is calling for employees, businesses and small charities alike to sign the pledge, urging businesses to change their approach to charitable giving this Christmas by working with smaller charities.

The brand has also created a directory on its website where smaller charities can submit a profile for businesses to find.

Want more stories like this in your inbox?

Sign up for our FREE email newsletter


My Account


Most read


For the third year running, a grain fed cow won the World Steak Challenge. What do you think produces the best beef?