alexi von eldik cru8

What was your first job? Selling homemade brownies in Hong Kong.

What’s been your worst job interview? The interviewer referred to Jimmy Baker - I thought he was referring to the television evangelist and made some smart comment. Unfortunately, the interviewer was referring to James Baker, the US politician. He didn’t find my ignorance very amusing.

What was the first music single you bought? Whitney Houston’s ‘I Wanna Dance with Somebody’.

How do you describe your job to your mates? I describe it as the best job in the world considering I get to create delicious products that actually help improve health and wellbeing.

What is the most rewarding part of your job? Receiving feedback from customers about how much they love the products.

What is the least rewarding part? The admin side of running a company isn’t exactly my most favourite part of the job, but it has to be done.

What is your motto in life? You can create anything you can envision.

If you were allowed one dream perk, what would it be? Office yoga.

If you could change one thing in grocery, what would it be? The proliferation of plastic packaging.

What luxury would you have on a desert island? I’d have Cru8 bread.

What animal reflects your personality? The hare. Rabbits are characterised as being agile, quick, modest, positive, social and peacemakers.

What’s your favourite film and why? The Red Violin. I found the journey of this one violin from one musician to the next and from culture to culture fascinating.

What has been the most embarrassing moment in your life? When my father tried to set me up with a waiter while he was serving our dinner, suggesting I fancied him.

Which celebrity would you most like to work with and why? Gwyneth Paltrow. I think she’s created an amazing brand and empire.

What would your death row meal be? I would start with in-season asparagus with hollandaise, then a raw lasagne made with layers of courgette, cashew cheese, pistachio pesto and sun-dried tomato sauce, followed by a super-rich chocolate avocado mousse.

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