What was your first ever job? I worked in a bagel bar at 16 - I learned how to make egg mayonnaise and ate a lot of salt beef.

What’s been your worst job interview? As a student, I had a trial with an events company which was running one at The Dorchester. It was the morning after my best mate’s 21st, so it was a challenge walking across the Great Ballroom in a straight line.

What was the first music single you bought? Beastie Boys, Fight for Your Right.

How do you describe your job to your mates? “I run a healthy natural frozen snack company -but it’s just like Charlie’s Angels.”

What’s the most rewarding part of your job? Knowing we’re making a positive and healthy contribution to society.

What’s the least rewarding part? A poor work-life balance. I built up this company single-handedly for the first two years and last year I had three days off. We’ve got a good team in place now, so it’s getting better.

What’s your motto? Think, do. I like to get on, not endless talk.

What’s your nickname? Not the Dan Brown that wrote The Da Vinci Code, - the other one.

If you were allowed one dream perk what would it be? To work somewhere more beautiful than Willesden Junction.

What’s your favourite movie and why? Lost in Translation reminds me of the adventures I had in Japan with my band, but sadly without Scarlett Johansson.

Any phobias? Carcinogens.

If you could pick a celebrity to join your staff who would it be any why? Ben Ainslie because his strength of character and passion for winning are an inspiration to me.

If you could change one thing in grocery what would it be? To toughen up labelling around some so-called “healthy options” that are full of sugar or aspartame. You can’t expect consumers to have to read the fine print on everything, so we use the “100% Fruit” message for clarity.

What luxury would you have on your desert island? My Le Creuset omelette pan - I just hope there’ll be a couple of chickens there.

What animal best reflects your personality and why? Caterpillar/butterfly - I relish change and am able to flourish in the face of big changes.