What was your first-ever job? A gap year job as a field research assistant undertaking a study of wild horses in the South of France.

What was your worst job interview? I have not done many. I did turn up to one with a beard I had grown on a gap year I’m not sure they knew who I was when I turned up on my first day clean-shaven.

What was the first music single you bought? Oh dear, I have never bought a single in my life. It was albums or nothing. My first was Genesis’ Selling England by the Pound.

How do you describe your job to your mates? I say I’m a beetroot juice magnate.

What is the most rewarding part of your job? Transforming an idea and seeing it grow into a successful brand.

What is the least rewarding part? Paying the bills! At least, all the nitty-gritty admin that goes with that.

What is your motto in life? Always look on the bright side of life.

What’s your nickname? No one still working for me calls me by a nickname! Actually, I am unaware of having one.

If you were allowed one dream perk what would it be? Travelling business class on long distance flights. In fact, I do now treat myself to this, though I always grimace at the cost. I am 6’ 4” and sleeping in a standard class seat has never been something I can do.

What’s your favourite movie and why? ET. Like Nick Clegg, I enjoy a good cry (this is not a serious reply).

What has been the most embarrassing moment in your life? You are not going to get me to admit to this I have only just managed to tell my wife of 20 years!

Do you have any phobias? Claustrophobia. To me, potholing is the most insane occupation imaginable.

If you could pick a celebrity to join your staff who would it be and why? Michael Schumacher. I am always in a hurry and I could do with a fast driver.

If you could change one thing in the grocery industry what would it be? The relentless drive to reduce costs. Quality is commonly regarded as being a lesser priority and products are pressured into compromising.

What luxury would you have on your desert island? A Michelin-starred chef would do nicely. We could develop an original island cuisine.

What animal best reflects your personality and why? There is something of the kangaroo about my management. I bounce in and bounce out I hope after injecting ideas and energy!