Energy drink Tenzing's CEO Huib van Bockel

Huib van Bockel is the CEO and founder of the energy drink company Tenzing.

Formerly head of marketing at Red Bull he’s taken his company from start-up to significant player while maintaining a commitment to environmental protections. But it has not been easy.

In this episode we talk about: 

• Why he left Red Bull to start his own energy drink company 
• The ancient Tibetan tea that inspired Tenzing 
• What happened when met the family of Everest explorer Tenzing Norgay 
• How to create your own category in an existing industry  
• Why his first marketing spend was installing bins in Nepal 
• Should legislation force companies to improve their environmental impact? 
• Why he doesn’t like a hierarchical company structure 
• Why he cried after his unusual first pitch to Selfridges appeared to fail 

For more news, interviews and analysis, pick up the Evening Standard newspaper, or head to standard.co.uk/business 

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