What was your first job? Apart from holiday farm work, my first job was selling life insurance. I had to cold call receptionists pretending I had complimentary tickets for film premieres to get sales leads. I lasted a day!

What’s been your worst job interview? A selection panel to be Tory candidate for Kensington and Chelsea. I wrote an article about the experience for The Sunday Times and was told I could forget becoming an MP. The Chelsea hunting set didn’t approve of the fact that I didn’t like chasing small creatures around the countryside.

What was the first music single you bought? The Rolling Stones - Fade Away. Nothing they have done since replicates the raw energy.

How do you describe your job to your mates? If I had any, I would say that I spend most of my time trying to convince the Cubans to go back to growing the great coffee they formerly did.

What is the most rewarding part of your job? Seeing people’s reaction to Alma de Cuba coffee when they first taste it.

What is the least rewarding part? Sitting in endless meetings with Cuban agriculture officials when I want to travel to see the coffee.

If you were allowed one dream perk, what would it be? A season ticket to Chelsea FC.

Do you have any phobias? Spiders, flies, Tony Blair, heights, career politicians.

If you could change one thing in grocery, what would it be? False labelling of sugar content, especially on food aimed at kids. Many products still say ‘no added sugar’ when they have added concentrated fruit juice.

What luxury would you have on a desert island? Alma de Cuba coffee! And decent Wi-Fi.

What animal most reflects your personality? A border collie. I love animals, but especially dogs and border collies.

What’s your favourite film and why? True Romance - it’s a great road movie.

What has been the most embarrassing moment in your life? Eating a mouthful of pickled ginger in front of the Japanese PM a few years ago. I thought it was smoked salmon. Smoke came out of every orifice.

Which celebrity would you most like to work with? The dancer Carlos Acosta - he is the alma (spirit) of Cuba.