What was the best decision you have made in your career and why? To join Naturis and start positively influencing the health of the nation.
Whom do you most admire in the grocery industry? In terms of bringing his agenda to the media, you will find it hard to beat Jamie Oliver's impact on kids' and parents' lives - for better or worse.
Do you have a mentor and how have they helped you in your career? My father has been involved in food ingredients for nearly 20 years. Years ago I remember he was enthusiastic about the impact of fibre in bread and today that enthusiasm has spread into our new food ingredients business, Naturis.
What is the most important piece of information you have ever been told? Always put the customer first and view yourself from their perspective.
If you could change one thing in the grocery industry what would it be? I would find the magic wand that makes all the complex nutritional requirements and ingredient needs simple to understand for the average supermarket shopper.
What is the most rewarding part of your job? When we introduce an ingredient to a product that has a positive impact on people's health.
What is the one thing that you could not do your job without? We have a full-time nutritionist who keeps our ideas on track and focused on what is important for the end consumer.
If you could start your career again, what would you do differently and why? Genuinely, nothing. I do not believe in looking back as it is not something you can change, only something you can build on.
What advice would you give to someone starting out in the industry today? Find something you can specialise in and be deeply passionate about - just make sure it meets some important need in the marketplace and you will be successful and happy in your career.
What do you like doing when you are not working? I have no TV - it's too easy to sit and waste your evening! I write (poorly), produce music, socialise and regularly exercise. I try to live the life we advocate but I have soft spot for chocolate.
Where do you hope to be in five years' time? I imagine I will still be working - running the family business!