David Collard, managing director, The Dormen Food Company, on nosebleeds, Adam Ant and battling London traffic

What was your first-ever job? Packing selection boxes for Cadbury's Somerdale factory near Bristol.

What was your worst job interview? I suffered an embarrassingly huge nosebleed during a critical question in an interview and was forced to dash from the room.

What was the first music single you bought? Ant Music by Adam and The Ants something I have never admitted before. I normally would have said Dancing Queen by Abba.

How do you describe your job to your mates? Would you like to try my nuts?

What is the most rewarding part of your job? Writing a strategy that is bought into by the whole team and seeing it come to fruition.

What is the least rewarding part? Doing battle with London traffic every Monday morning with a 45-mile journey taking two hours. Thank God for automatic cars.

What is your motto in life? I like to use the analogy of the first man on the moon to support my motto of 'use the word impossible with the greatest caution'.

What's your nickname? DC or Big Unit.

If you were allowed one dream perk what would it be? A ticket to the US Masters at Augusta every year.

What's your favourite movie and why? It's got to be The Great Escape. It possesses the greatest cast ever assembled in a film and is a really inspirational story of battling for success.

What has been the most embarrassing moment in your life? Enjoying a chat and a beer backstage with Huey from the Fun Lovin' Criminals. They were headlining the gig and I didn't have a clue who he was.

Do you have any phobias? I am petrified of heights. Ladders and stairwells really turn my stomach, as do those cliff scenes in movies.

If you could pick a celebrity to join your staff who would it be and why? I would employ Richard Branson. He represents pure inspiration and embodies the entrepreneurial spirit. Or the inventor James Dyson for his never-say-die attitude.

If you could change one thing in grocery what would it be? The unnecessary, unsustainable and ever-increasing depth of promotional activity.

What luxury would you have on your desert island? My Harley-Davidson and a bag of Dormen's mixed nuts.

What animal best reflects your personality and why? A German Shepherd dog. They are protective and loyal.