Cliff Moss

Managing director, Healthy Food Brands, on The Battle of Britain, crashing a Jag, and Sir Ranulph Fiennes

What was your first-ever job? At the age of 15 I was cleaning aeroplanes part-time at a local flying club.

What’s been your worst job interview? I did have a personality test as part of the application process for one job - it said I was ‘more interested in the job than the people in it.’ Although they offered me the position, I dispute the test’s findings to this day!

What was the first music single you bought? It was ‘Sugar Sugar’ by The Archies, and I have never lived it down.

What’s the most rewarding part of your job? Launching a fantastic new food product and having a consumer write in to tell me they love it.

What’s the least rewarding part? I have seen some really great products fall by the wayside without reason.

What’s your motto in life? It could be worse (though it doesn’t always seem that way).

If you were allowed one dream perk what would it be? A driver. Sitting in the back of the car and turning ‘dead time’ into something useful would be fantastic.

What’s your favourite movie? The Battle of Britain. I am totally in awe of ‘the few’ and their devotion and strength through the most challenging of conditions.

What’s been the most embarrassing moment in your life? An older friend let me test drive his new Jaguar when I was much younger and as I put it back into its parking place I drove straight into the wall - the bonnet was so much longer than my Morris Minor!

Any phobias? Failing.

If you could pick a celebrity to join your staff who would it be? Sir Ranulph Fiennes, for his motivation and determination to succeed against all odds.

If you could change one thing in grocery what would it be? More support for consumers with special dietary requirements by way of increased shelf space, including a more balanced range - it seems dominated by biscuits and cake mixes.

What luxury would you have on your desert island? As I read a lot when I do manage to get away, it would have to be a solar-powered Kindle.

What animal best reflects your personality? In business, a turtle - there are many that start the trip to the sea, but unfortunately scores die on the way. The ones that keep at it - and make it - live a long time.