James

Chief Executive

Before joining Bite Back, James was CEO of Ambition Institute, helping grow it into the largest leadership development charity in education. "As a parent, I notice it when I take my kids round the supermarket," he says. "Shopping feels like a constant battle to pull them away from the unhealthy products targeted at them. Unhealthy options flood our streets, screens and schools: young people are so overwhelmed by the bombardment that they can't see or think of alternatives."