Co-founder and director, Deli Santé, on lime pickle, Waitrose and eating too much honey

What was your first-ever job? As a brand manager for JA Sharwood, RHM. My initiation was to eat a whole jar of lime pickle, but it was a dream job. 

What has been your worst job interview? The interview with JA Sharwood went so badly I rang back and begged for another - and got it. 

What was the first music single you bought? Imagine by John Lennon.

How do you describe your job to your mates? My mates call me Pie Man, unfortunately, even though we don’t make many pies. Better than Quiche Boy, though! 

What is the most rewarding part of your job? I get a real kick out of seeing our products on the Waitrose shelf. Product development is such a positive team-building process. 

What is the least rewarding? Having to negotiate the M25 every week on the drive to our factory in Milton Keynes. 

What is your motto? ‘Be the change you want to see in the world.’

If you were allowed one dream perk what would it be? Membership of the Marylebone Cricket Club. Unfortunately there is a 20-year-plus waiting list. 

Do you have any phobias? A fear of heights. 

If you could change one thing in premium bakery what would it be? The new FSA guidelines for salt and fat are great for health, but they kill the flavour of our savoury bakery products. If people wanted to eat healthily they wouldn’t buy savoury bakery products.

What luxury would you have on a desert island? A yacht so I could get off the island as soon as possible - I am very gregarious and like sailing. 

What animal most reflects your personality? I’m a water rabbit according to the Chinese horoscope: friendly and quiet but strong and brave when backed into a corner. 

What is your favourite film and why? Apocalypse Now. I’ve watched it more than 20 times and still experience new insights every time. It’s a masterpiece.

What has been the most embarrassing moment in your life? Having to present at the Beekeepers Association. I tasted more than 100 jars of honey and was sick before my speech.

Which celebrity would you most like to work with, and why? Richard E Grant. He’s cool, charming, sophisticated and humorous.