Jacob James

Co-founder, Tigg’s, on Maroon 5, the Audi RS4 and Gladiator

jacob james tiggs

What was your first job? On the family farm. My brother (co-founder Sam) and I would ride our bikes over to feed the calves their breakfast. 

What’s been your worst job interview? A Skype interview with Lloyds Banking Group. The first 20 minutes were great but then they asked about financial derivatives and general opinions on world finance. I suddenly had very little to say.

What was the first music single you bought? She Will Be Loved, Maroon 5.

How would you describe your job to your mates? ‘Fun’ is a word that tends to crop up a fair bit.

What is the most rewarding part of your job? Watching people’s faces when they try Tigg’s for the first time. It reminds me of how I felt as a child when Granny would rustle them up for us.

What is the least rewarding part? Handling those who think we are a faceless corporate monster and believe they can say or do anything.

What is your motto in life? If a job is worth doing then do it properly.

If you were allowed one dream perk, what would it be? Getting from A to B in the new Audi RS4.

Do you have any phobias? Nothing wacky, just snakes, spiders and anything that might eat you.

If you could change one thing in grocery, what would it be? Attitudes towards the value of food. Sometimes things should be done properly and sustainably rather than for the most profit.

What luxury would you have on a desert island? Sky Sports.

What animal most reflects your personality? My brother, sister and I have been known as ‘the cubs’ since we were babies. So a lion cub, striving to get to the top of the food chain.

What’s your favourite film and why? Gladiator. Not only is my grandfather in it (Sir Derek Jacobi as Senator Gracchus) but I have always loved ancient history. We even named our chocolate lab General Maximus.

What was the most embarrassing moment of your life? I was out walking the dog near where a naked charity calendar was being shot. A couple of the male models hadn’t turned up and before I knew what was happening I was holding nothing but a pumpkin posing as Mr October.

What would your death row meal be? My mum’s roast chicken with all the trimmings.