5 Minutes With Craig Hughes, UK MD of Hippeas

WHAT WOULD YOU BE DOING IF YOU WEREN’T IN THE FOOD INDUSTRY?
If I had enough financial security, then definitely a dive instructor somewhere remote and exotic.

WHAT WAS YOUR FIRST JOB?
Flipping eggs in a café in Birmingham city centre.

WHAT INSPIRES YOU?
Being involved in brands like Hippeas which shape and disrupt the category for the good.

WHAT’S THE WORST JOB YOU’VE DONE?
Hands-down a paper round. I shudder when I think about those super cold, dark, early mornings and the weight of the dirty paper bag!

WHAT’S YOUR FAVOURITE PART OF YOUR JOB?
Seeing a brand like Hippeas go from a concept board to £5m in less than a year.

AND YOUR LEAST FAVOURITE?
I spend a lot of time chasing customers and that can sometimes be super frustrating.

TEA OR COFFEE?
Coffee.

HOW ABOUT THE FOOD INDUSTRY?
I would like to see some of the bigger FMCG companies or other successful start-ups foster, incubate and help new businesses.

WHAT WOULD BE YOUR LAST SUPPER?
Got to be haddock, chips and mushy peas with gallons of salt and vinegar.

WHAT’S YOUR MOTTO?
You get a life by what you give not what you get!

WHAT’S THE WEIRDEST THING THAT YOU’VE EVER EATEN?
Sea urchin.

WHAT’S YOUR FAVOURITE BOOK?
Winning by Jack Welch.

SWEET OR SAVOURY?
Savoury.