James Averdieck

Co-Founder of The Coconut Collaborative.
Retail & Hospitality Speaker
Business Keynote Speaker

James Averdieck is the co-founder of The Coconut Collaborative, a free from yogurt and dessert brand. They are the best selling non dairy yogurt in Europe and currently sell in UK, Ireland, France, Germany, Austria and New Zealand. Their yogurt, in particular is unique because despite being non dairy, it is thick and creamy and absolutely doesn’t compromise on taste.

James was educated at Uppingham School before studying Economics at Durham University from 1985 to 1988. After leaving university, James joined the graduate programme at strategy consultants, Arthur D. Little, where he stayed for two years, working in Europe, US and the Middle East. He enjoyed consulting and learnt about the key drivers to a successful business, but wanted to get closer to the coal-face.

James then spent the next 9 years in the food industry working for both Safeway and St Ivel and learnt about Sales and Marketing and running businesses. When St Ivel moved to Belgium, James moved with them and became a convert to Belgian gastronomy and, as he says, ‘went native on the chocolate front’.

It was in Brussels that the seed was sown for his UK chocolate venture. James saw the opportunity of marrying high quality chocolate patisserie with efficient UK supermarket distribution. He realized that UK consumers were demanding more quality and moving away from mass-produced ‘branded’ products. By marrying up high quality chocolate patisserie with efficient UK supermarket distribution, James was confident he could take on the big players.

Gü was launched with three products in 2003, and subsequently joined by its fruity sibling, Frü, which followed two years later. In May 2010 the two brands joined forces under the name of Gü and James sold it to Noble Foods for £32 million.

Speaking Topics

Business Competitiveness
Branding and Reputation
Business Strategy
Food and Drink
Marketing
Entrepreneurial Spirit and Excellence
Innovation
Entrepreneurship

As a speaker, James' knowledge and experience combined with natural story-telling makes him an ideal choice for any audience looking to be inspired. To book James to speak at your event please call a Prime Performers Booking Agent on 020 3500 3331 or email your enquiry to us at : info@primeperformers.co.uk

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Testimonials

A compelling and fascinating speaker, who spoke with honesty and humour to our audience. He set exactly the right tone for the day.

James is an outstanding speaker. He educated and entertained the audience and the event was a huge success.

That was fantastic! We had great incoming this morning, with lots genuinely jazzed up by your optimism and can-do-approach in the face of entrepreneurial challenge. Great for morale.