James began his career at a strategy consultancy in Europe, the US and the Middle East. From there he joined Safeway and then St Ivel, where he learned how to sell. He also got his first taste for desserts, running their own label business.
James then moved to Brussels to establish a European operation, and soon became a convert to Belgian gastronomy. He saw the opportunity to marry high quality chocolate patisserie with efficient supermarket distribution.
After a year back in London, James left to pursue his chocolate dream. He pitched his idea to a specialist supplier of handmade patisserie, and Gü was born – with a mission to use superior raw materials to deliver uncompromisingly good products. Combining his drive to produce a high quality product with modern, luxury packaging and an innovative approach to marketing has marked Gü out in the market. Their use of PR and early adoption of on-line tools, along with regularly giving produce away free established the brand in consumers’ minds where competitors relied on conventional marketing and store position.