James Averdieck

Awards night Tuesday 14th November Grosvenor House, London


James is the founder of Gü and The Coconut Collaborative, two of the fastest growing food brands to be launched in the UK over the last 20 years.

His unique talent is spotting a gap in the market and then building successful brands through both a relentless obsession on product quality as well as attracting talent and creating winning teams.

Born in Yorkshire, James was educated at Uppingham School before studying Economics at Durham University. Following University, James joined the graduate programme at strategy consultants Arthur D.Little before moving into the Food industry working for Safeway and then St Ivel in chilled foods.

Eventually the entrepreneurial itch became too great and he decided to roll the dice and start Gü which in a 5 year period became a £25m international business. Following a successful exit, James tried his hand at TV presenting for Sky before starting again, founding the Coconut Collaborative, and building that up to become the largest coconut yogurt business in Europe. He is still at the helm and very much enjoying it.