Founded a D2C pork scratching business and scaled it nationally; he has deep experience is in F&B, with the last 5 years focussed on the progress in plant based products, leading the Biff's business from street food to the major retailers. He has extensive experience across retail, foodservice, D2C and delivery, and generated multi million revenues. He supported multiple, similar D2C F&B initiatives as an exec and non-exec. He is also an consultant to leading corporate and public sector food boides. Before founding his F&B business, he founded and managed an advertising agency and has a deep understanding of the power of brand.