What was your first-ever job? Fruit picking in the school holidays. As we were paid by weight we would sometimes add a few rocks to our punnets to boost our earnings. Don't tell my mum.

What was your worst job interview? I was surprised when I got invited to interview for a commercial role for which I had little or no relevant experience. The interviewer was equally baffled as to why I'd been invited and I was kindly asked to leave after about five minutes of floundering.

How do you describe your job to your mates? Developer of fiery Asian snacks and passionate wasabi pea lover.

What is the most rewarding part of your job? Surreptitiously spotting strangers munching happily on Hisaki snacks. I never get tired of that.

What is the least rewarding part? Chasing up people on the phone is too painful to bear some days. And forms. I hate filling in forms.

What is your motto in life? "Give peas a chance."

What's your nickname? "Sid." My dad and grandad are called Sid, and my school mates decided it would be hilarious to carry on the tradition.

If you were allowed one dream perk what would it be? I've always had a passion for seeing new places so unlimited travel and meal expenses would be very nice.

What's your favourite movie and why? Sideways, for combining my favourite things: road trips, top wine and witty idle banter.

What has been the most embarrassing moment in your life? I was best man last year and after the traditional humiliation of the groom, he demanded that I breakdance in the centre of the room. All I could muster was 'the running man'. A true David Brent moment, summed up by my brother-in-law who said "it's a good job the speech was good".

Do you have any phobias? I can't stomach watching plastic surgery or live operations on TV.

Which celebrity would you pick to join your staff? Russell Brand might be good at whipping up excitement on our stand at IFE next month. At the office I'd have to make sure he stayed well away from the phones.

If you could change one thing in grocery what would it be? I would like to see smaller producers supported and encouraged to play a greater role within the industry. The most exciting brands have come from humble beginnings built on a loyal base of followers.