Entrepreneur Speaker and Founder and former MD of the international food brand Gü Chocolate Puds, James set about his mission with an incredible determination and this has resulted in global success.
"James is an outstanding speaker. He educated and entertained the audience and the event was a huge success."
Chris Blackhurst - Evening Standard
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James Averdieck is the founder and former MD of Gü Chocolate Puds. Spotting a gap in a seemingly overcrowded sector, Gü has taken on deeply entrenched competition and won highly coveted supermarket shelf space. Gü is now a £30m business, one of the fastest growing food companies in UK and is credited with revolutionising the quality of desserts. It’s estimated that a Gü pud is now eaten somewhere in the world every 2 seconds. It has offices in London and Paris, selling in UK, France, Germany, Australia, New Zealand, Ireland and Belgium. 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 jas 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. He wanted to create a brand “more focused than the big brands on using high-quality raw materials to deliver uncompromisingly good products.” Gü, the brand, is about chocolate extremism – evoking nostalgic memories and magical smells of baking with chocolate. He launched in 2003 and the brand was well received by the supermarkets, launching first in Sainsburys and Waitrose with the others following apace.
Years later, Gü is a £30m business, one of the fastest growing food company’s in UK and is credited with revolutionising the quality of desserts. It has offices in London and Paris, selling in UK, France, Germany, Australia, New Zealand, Ireland and Belgium. In the process, James has realised his chocolate dream of selling soufflés to the French and chocolate to the Belgians.
"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. Thank you very much."
Jeremy Evans - Redburn