Andrew Allen Snaffling Pig

Andrew Allen, Co-founder/CMO of Snaffling Pig, on foodie startups, SL2, Wayne’s World, and elephants

What was your first job? I had an old school paper round in Birmingham. I’d dread Thursdays as it was the jobs special and was double the weight. It was basically a fiver a week to work out!

What was the first music single you bought? SL2 On a Ragga Tip.

How do you describe your job to your mates? A porky rollercoaster.

What is the most rewarding part of your job? Seeing a brand we created as a passion project growing up.

What is the least rewarding part? The occasional meeting where you’ve gone through huge effort to get there and realise very quickly it is going to be a waste of time - especially in the startup stage where you’re trying to do a million things at once. Thankfully these are few and far between.

What is your motto in life? It’s for living - you can apply that to your time and your resources. I’d like to make the most out of both rather then let them sit idle.

If you were allowed one dream perk, what would it be? A mountain round the corner, skiing in the winter, biking in the summer!

Do you have any phobias? It’s not a phobia but EDM (the music genre) really does suck enough to make me run.

If you could change one thing in grocery, what would it be? Adding a little more tech-style startup thinking to food ventures. Food founders are often amazing, but sometimes they don’t see the bigger picture until it hurts their progress.

What animal reflects your personality? Probably an elephant: pretty hard to upset, not pretty when it happens!

What’s your favourite film and why? Tough one. Wayne’s World is way up there - a film about mates with a business that’s a passion. But not taking life too seriously sounds pretty good to me! It’s also very easy to quote! Party on…

What was the most embarrassing moment in your life? My mom publicly resigned me from my second job (aged 16, at JD Sports) by shouting at the manager in front of the entire team. She basically called him a d**k. Looking back, she was probably right.

Which celebrity would you most like to work with and why? Leonardo di Caprio always seems like he’d be a laugh. Though Hacker T Dog is probably more on brand!