In season 2, episode 22, Simon talks to James Davidson. James started his career at Unilever, gaining extensive experience in operations and management. After 6 years, he embarked on an expedition in Central America volunteering with Raleigh International, during which he realised the power of a strong purpose coupled with an entrepreneurial approach. On his return to the UK, he joined Innocent Drinks, where his role as Head of Supply Chain was key in supporting the company as it grew rapidly in the UK and across Europe. Following 7 years at Innocent, James joined a co-founding team to work on a new pet food idea: providing tailor-made pet nutrition at affordable prices. CEO James and his team have grown tails.com since 2014 into a business that is creating and leading, a new, direct-to-consumer category in pet food and that attracted investment from Nestle Purina Petcare in 2017. Since then, James led tails.com’s expansion into Europe launching in an additional eight European countries in 2020.