I'm a chef, entrepreneur, cookery book author and food innovator with a 34-year career that spans food, drink, hospitality, and new ventures startups. I spent 5 years working for Marco Pierre White and my passion for running a business started young. By age 23, I launched my first restaurant, and by 26, I had opened, grown, and sold a portfolio of them. I spent 4 years in the Imagineering team at Disney working on food concepts and idea around the world. I helped my brothers grow their business Australia and ran a food npd business, during covid it became clear that our food system is broken and it created poverty not end it, I needed a business that put people, planet, and purpose before profits. In January 2022, driven by the funds from my last start-up sale, I launched the Tastes Good Does Good Group—the nation’s first purpose-driven food group.

This is a 10-year initiative designed to:

• Start 100 purpose-driven companies with £250 million revenue.

• Create 1,000 jobs to lift 10,000 families out of food poverty.

The Group dedicates 15% of its revenue to fighting food poverty. Crucially, we support new culinary entrepreneurs from disadvantaged backgrounds, gifting them up to 75% ownership in new ventures. We advocate for a change in law, demanding that all food businesses contribute 1% of revenue to end food waste and poverty—and a list of those who refuse available for consumers . The mission is clear: to build a more equitable and fairer food future. i oversee 10 startups all dedicated to creating food experiences that taste good and do good.

We are award winning creators of delicious food experiences that not only taste good, but do good. We have won several muse awards for our brand and our unique business model, in 2022 our purpose driven kids love baking brand was awarded most innovate

SME idea and in August 2023 we won the award for the most innovative dessert caterers for our Alice in Wonderland experience and added 12 more awards for our sustainable business model to our service and contribution to society. We have over 70 corporate clients, 250 private clients and delivered 520 truly memorable events our service offer includes

Cakery wonderland - our afternoon tea event, DTC, trade sales and afternoon tea popups and the most amazing cake from 6 tier wedding cakes to 2.2m tall donut towers for 350 guests.

Tastes Good catering and events is dedicated to private and corporate catering

Sugar daddy london its create and manages our in -house fun food and street food brands, we have 20 of them. its also charged with overseeing our Imagineering team that dream up and design our experiences like our alpine ski resort dessert table with its macaron ski lift or afternoon tea bauble Christmas trees

@home dining offers bespoke and hyper personalised at home fine dining

Udderly lush is our own pop ice cream and frozen desserts business

the Donutologists creators of every kind of donut from donnollies to bronut and chouxnuts

wonderland experiences creates exclusive food experience sold by Airbnb

cotton candyland and is our on demand candy floss hire business