Christian Konig, MD of Hale & Hearty Foods, on tasty free-from food, boiled eggs and Roger Moore

What did you want to be when you were a kid? A vet.

What was your first-ever job? I worked in a cheese shop that sold more than 500 cheeses.

What's the worst job you've ever had? Peeling boiled eggs all day in a sandwich shop. Extraordinarily monotonous.

Describe your career in a nutshell. Food, food and more food. I started in restaurant PR and was a professional lunch-eater. Then food and travel PR where I had my own fmcg PR agency for 10 years. I set up Hale & Hearty (a free-from food supplier) last year.

How do you describe your job to your mates? Hard work. Good fun. There is never a dull moment being a start-up.

If you could change one thing in grocery what would it be? I'm attempting it with Hale & Hearty. To make free-from taste as good as regular food.

What's the most rewarding part of your job? Making great gluten-free foods available and accessible.

Least rewarding part? The hours. It's non-stop work when I leave the door for work. And I have NPD projects all around my house.

If you didn't work in grocery where would you work? I'd be a chef. The kitchen would be a more pleasurable place than Ramsay makes it.

What tip do you have for budding entrepreneurs in food? Don't think too long and hard about your next step. Make the jump and learn on the way.

If you were allowed one dream perk what would it be? A helicopter for meetings.

What do you like to do outside work? Spend time with my wife and daughter. Cook, read and jog.

What's your favourite movie? Any Bond film for glamour and escapism. Roger Moore was my favourite Bond. The calibre of beautiful women he attracted was better than Connery's. He was a far better cad.

If you could pick a celebrity to join your staff who would it be? Peter Jones for hiring and Alan Sugar for firing.

What would you request as your final meal? Colchester oysters, Chateaubriand, some good British cheeses and a Hale & Hearty brownie with vanilla ice cream.

What the weirdest thing you have eaten? An eight-course meal in China, where each dish had a texture of frog spawn and tapioca.

What's your motto in life? There are two speeds: dead and faster.

What animal best reflects your personality? A cheetah, for its speed and agility.

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