Richard Jones, marketing manager of Mornflake Oats, on Flash, Star Wars and his black belt in jujitsu and karate

What was your first-ever job? Remember when we had milk delivered? I helped out on a milk round, which is probably why I'm fine with early morning starts!

What was the first music single you bought? Queen Flash (from the film). I had one of those small record players with an arm that would keep replaying the track over and over drove the parents bonkers!

How do you describe your job to your mates? I don't. I can talk a glass eye to sleep on the benefits of oats. My friends are all builders, plumbers, etc. I started to explain one day and they'd glazed over in the first minute.

What is the most rewarding part of your job? Working within a small team and not having to get 20 signatures to justify a great idea we simply ask the boss.

What is the least rewarding part? Not seeing Mornflake in larger distribution.

What is your motto in life? You only get out what you put in it applies to everything every day from your job to your home life.

What's your nickname? Cereal Killer from being in the cereal industry for 15 years and obtaining a black belt in jujitsu and karate.

If you were allowed one dream perk what would it be? I'm a bit of a car fan, Bentley is based about two miles from Mornflake. I guess the use of a Bentley wouldn't go amiss although it might send out the wrong message to customers.

What's your favourite movie and why? Layer Cake great storyline, a little dark humour and an excellent soundtrack. I could play the part myself the number of times I've watched it.

What has been the most embarrassing moment in your life? Watching Star Wars at Crewe cinema aged seven, shouting to my father sitting next to me to turn the sound down. I thought it was just like TV.

Do you have any phobias? Agencies who think you have all the time in the world. I realise they are just doing their job and being polite but if I had to listen or see every agency that calls up I wouldn't get anything done.

Which celebrity would you pick to join your staff? Nigella Lawson to knock up some fab food for lunch and add a creation of hers to the cereal business!

If you could change one thing in grocery what would it be? Bureaucracy there is far too much red tape that hinders progress and delays projects can we just get the products on shelf in front of consumers?