What was your first-ever job? On a graduate scheme for United Biscuits as a sales rep with a black Mondeo estate that resembled a hearse! Working at grass roots level is the best experience for anyone who wants to work in food and drink.

What was your worst job interview? For a certain multinational that used a psychometric test. Are they really necessary?

What was the first music single you bought? You’re talking to Mr Compilation… I think it was Now That’s What I Call Music 1 or 2 - the one with a pig on the front. I’m showing my age, I know.

How do you describe your job to your friends? I help give consumers access to natural, nutritionally dense and great tasting products.

What is the most rewarding part of your job? Being surrounded by a team of people who make me look average and also in terms of Vita Coco, creating a brand new category from scratch.

What is the least rewarding part? The buck stops with you. When you start your own business up, it truly is 24:7 and relentless.

What is your motto in life? Evolve to stay ahead and never harbour grudges. Life is too short and share the rewards.

If you were allowed one dream perk what would it be? I prefer business simple. Having a great job is enough for me.

What’s your favourite movie and why? Gladiator. Why? I am male!

What has been the most embarrassing moment in your life? Childhood. My mum put me in pink lederhosen with heart-shaped pockets, I am still scarred by it.

If you could pick a celebrity to join your staff, who would it be and why? Ant and Dec - how much fun would you have?

If you could change one thing in grocery, what would it be? Give smaller brands the opportunity to demonstrate their category management credentials.

What luxury would you have on your desert island? Packs of BEAR nibbles and Vita Coco. As long as there is a coconut tree, I am sorted!

What animal best reflects your personality and why? My wife has just said a labrador: apparently boundless energy and smiles (most of the time) plus my affection for food.

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