Giles Brook, an industry legend in the food and drink sector, shares invaluable insights on securing lucrative brand exits. He emphasizes the urgent need for challenger brands to pivot from revenue multiples to EBITDA metrics. The conversation dives into the importance of true gross margins and the impact of strong branding on exit strategies. Giles also highlights innovative marketing tactics and the necessity of building a coherent value chain early. Plus, he unpacks the shifting dynamics in the coconut water market against big players, offering strategies to thrive amidst competition.