Name: Alex Brassill
Job title: Co-founder
Company: JNCK Bakery
What was your first job? Working in a chippy van at a music festival when I was 16. I wore one of my dad’s suits on the first day, which caused a lot of laughter (and got me in a lot of trouble with my dad!).
What’s been your worst job interview? I interviewed for a sales role when I was unsure what to do with myself after university. I was 30 minutes late for it because I got a flat tyre. I didn’t manage to recover the interview.
“I think HFSS regulations are moving things in the right direction, but there probably needs to be more focus on sugar”
What was the first music single you bought? Somewhere Only We Know by Keane. My mum used to make my brother and I sing it in front of the whole family when we were younger, still makes me cringe.
How do you describe your job to your friends? Like being on Nemesis at Alton Towers.
What is the most rewarding part of your job? Probably all the positive feedback on the product.
What is the least rewarding part? The never-ending admin.
What is your motto in life? Whether you think you can or can’t, you’re probably right.
If you were allowed one dream perk, what would it be? When the time comes for us to open JNCK HQ, I’d love us to have a state-of-the-art gym. I’ve been to Gymshark’s lifting club and it’s epic.
Do you have any phobias? I watched Jaws when I was too young and now feel uncomfortable swimming in pretty much any sea.
If you could change one thing in grocery, what would it be? I think HFSS regulations are moving things in the right direction, but there probably needs to be more focus on sugar. The sugar levy on soft drinks in 2016 transformed that category.
What luxury would you have on a desert island? Air conditioning.
What animal most reflects your personality? Strangely enough I did two online quizzes on this recently. One said a mouse and one said a lion!
What’s your favourite film and why? Inception. It’s been proven that 95% of our decision-making is subconscious, but this is something you can work on to be more positive. This film really brings that to life.
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What has been the most embarrassing moment in your life? Falling through the back of our stand at our first-ever Lunch exhibition, and pulling half of it down – 10 minutes before visitors entered.
Which celebrity would you most like to work with and why? Andy Murray – he’s the epitome of resilience and I love his dry sense of humour.
What would your death row meal be? A big, dirty, double smash bacon cheeseburger – followed by some JNCK cookies.
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