Name: Dave Knibbs
Job title: Managing director
Company: Tofoo Co
What was your first job? It was a newspaper round!
What’s been your worst job interview? I stepped off the fmcg ladder by joining a major football club as commercial director but got made redundant after six months. After that point, despite previous successes, most interviewers back in fmcg treated doing something different as a flaw. And that ultimately led me to start my own business.
What was the first music single you bought? My first single was Can’t Stand Losing You by The Police.
“I love seeing people and the business achieve amazing things that we didn’t think was possible”
How do you describe your job to your friends? All consuming.
What is the most rewarding part of your job? Growth and development. I love seeing people and the business achieve amazing things that we didn’t think was possible.
What is the least rewarding part? Seeing mistakes repeated…
What is your motto in life? Carpe diem.
If you were allowed one dream perk, what would it be? A corporate box at the O2 Arena in London.
Do you have any phobias? Heights.
If you could change one thing in grocery, what would it be? The current negative thinking surrounding the meat-free category – in a world where zero carbon matters, so will meat-free.
What luxury would you have on a desert island? Access to Apple Music.
What animal most reflects your personality? Possibly a squirrel… if you have seen the video where the squirrel has to solve challenges until it gets to the nut and doesn’t ever give up. That’s our approach in Tofoo Co.
What’s your favourite film and why? Probably Star Wars. I had never seen anything like it as a 10-year-old in 1977 and still today it’s a fantastic watch.
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What has been the most embarrassing moment in your life? Splitting my trousers doing a knee slide whilst onstage with the rock band I was in at 18. Cheyenne if anyone saw us!
Which celebrity would you most like to work with and why? Stanley Tucci. I love his enjoyment of food and he has a huge passion for taste and would help tofu leave behind its (massively incorrect) bland image.
What would your death row meal be? An organic sirloin steak and a glass of Cloudy Bay from the Flying Pizza restaurant in Leeds.
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