James Averdieck

James Averdieck is an entrepreneur and the founder of Gü, the desert brand he sold in 2010 to Noble Foods for £29 million. James studied Economics at Durham University and went on to work in marketing for St. Ives, before he decided to start his own business.

James hosted Sky Living’s Cooks to Market in 2012. The TV show gave teams £250 to develop a home-made food product to be pitched to industry experts.

In 2014 James Averdieck bought a majority stake in Bessant and Drury, a maker of non-diary ice cream, and now branded as Coconut Collaborative.

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