James brings over two decades of dynamic experience in the food and beverage industry. Beginning his career in Australia, he gained his first exposure to the UK F&B industry at Japan Tobacco International, where he held diverse roles in commercial finance, supply chain planning, and customer management. More recently in roles at Britvic and Blakemore he has worked closely with leading brands and propositions, driving growth and navigating industry shifts.  With a proven track record of success, James is poised to leverage his expertise to drive Westcountry's growth in the food service sector.