What was your first ever job? I’ve never had a ‘normal’ job. My first ever business was selling sweets at school and from there I’ve done denim wear to retailers and on into the soft drinks business.

What was the first music single you bought? I can’t even remember, but I bet it was some rap music by Snoop or Tupac.

How do you describe your job to your mates? My friends know what I do, but I hate getting asked at parties because it’s so difficult to explain quickly. I just say that I sell drinks and then talk about something else!

What is the most rewarding part of your job? I love getting emails from consumers saying how much they like our products.

What is the least rewarding part? When we give distributors a chance and they let us down. Things can go wrong, but if people aren’t honest with us about what’s happening I have no respect for them.

What is your motto? Lately, it has been ‘it’s a sort not a sell’. It basically means seek relationships that suit your requirements, don’t try to flex too much to fit every situation or you end up a long way off your path.

If you were allowed one dream perk, what would it be? Open season tickets to all NBA basketball games. Every last one.

Do you have any phobias? I’m a little claustrophobic, but I’m working on it.

If you could change one thing in grocery, what would it be? I would like to see less focus on aesthetics and more focus on sustainable and reusable packaging.

What luxury would you have on a desert island? A 3D printer - then I could have anything.

What animal most reflects your personality? I would like to be a shark for a day or two, because I’m fascinated by their power and grace in the water and they’re perfectly evolved for their place in nature’s order. I’m not quite sure they reflect my personality but I’m fascinated by them.

What’s your favourite film and why? Well after the answer above, it has to be Jaws.

Which celebrity would you most like to work with and why? I’m not sure what angle we could make for my products, but Jeremy Clarkson looks like good fun. I like that he just says what he thinks, even if I don’t always agree.