Soil Association
James is Director of Food and Farming at the Soil Association, leading the charity's overall work and impact across food and farming.
Appointed in 2015, as Director of Food for Life, James led the transition of the programme from a Big Lottery funded partnership focused on schools, extending into early years settings, hospitals and older people and developing new income streams. He is also responsible for the Soil Association’s work on the Sustainable Food Cities programme.
James’s background is largely in the private sector, including 20+ years in senior roles in large consumer facing companies including Thomas Cook, Yorkshire Bank, Asda, the AA and Homeserve. He then founded a successful consultancy business to help brands, particularly food businesses, deliver social change. It was through this work that he developed an interest in the power of good food to deliver more sustainable economies and better outcomes for the natural environment and for human health. James is passionate about ensuring that good food and a healthy, sustainable diet are attainable for all, not just for an affluent few.
Soil Association
The Soil Association Charity was formed in 1946 to pioneer a better world – one where they can all farm, eat and live healthily in balance with the environment. Today, they’re still dedicated to making positive change happen through their charity. They’re farming, growing, buying, cooking, and eating. They’re campaigning, lobbying and certifying. They’re running research programmes that pave the way for change. And they’re inspiring millions of people to take their own step towards a sustainable future.