James Averdieck Speaker

James Averdieck

A master entrepreneur who realised his dream, harnessed his strengths and pioneered a leading brand

James Averdieck: Biography highlights

James Averdieck lived the dream. As founder and Managing Director of Gü Chocolate Puds – the fastest growing food company in the UK and a brand credited with revolutionising the quality of desserts – he is an entrepreneur in the truest sense of the word.

Known for:

Business Leaders

Languages spoken:


Full biography of James Averdieck

James Averdieck’s Background

He built the brand with passion and sold it for £32 million. James is compelling and unique as a keynote speaker, as he delivers the message that at the heart of entrepreneurialism lies the idea, the journey, not the exit strategy, and not the final sale price.

The entrepreneur, conveys a strong message about the value of loving your business. Speaking from experience, he shares his innovative ideas about entrepreneurship; simplifying business and using creative agility to make your dreams achievable. He shares the ups and downs of running a business with a raw candour, offering a true insight into the rocky road to success.

The combination of James’ credibility and transparency, mean important and real lessons can be learned from his keynote speeches. Charismatic, intelligent and thoughtful, James is an ideal speaker for the business circuit.

Born in Yorkshire in 1965, James was educated at Uppingham School before studying Economics at Durham University. Following University, James joined the graduate programme at strategy consultants Arthur D. Little, where he learnt about the key drivers to a successful business, this sparked a fire within him to learn more.

James spent 9 years in the Food industry working for Safeway and St Ivel and learnt about Sales and Marketing and running businesses. With St Ivel he moved to Belgium and became a convert to Belgian gastronomy and, as he says, ‘went native on the chocolate front’. It was in Brussels that the seed was sown for his UK chocolate venture. James saw the opportunity of marrying high-quality chocolate patisserie with efficient UK supermarket distribution.

Spotting a gap in the market, James saw that consumers wanted artisanal products and there was a backlash forming against mass produced big brands. He wanted to deliver high-quality products using the best raw materials.

Gü, the brand, is about chocolate extremism – evoking nostalgic memories and magical smells of baking with chocolate. The brand was embraced with love by the supermarkets, launching first in Sainsburys and Waitrose with the others following apace.

James has turned his attentions now to a healthier brand, The Coconut Collective, a non-dairy based brand.

As a speaker, James’ knowledge combined with natural story-telling makes him an ideal choice for any audience looking to be inspired.

James Averdieck is the man who built and sold Gü! A master entrepreneur who realised his dream, harnessed his strengths and pioneered a leading brand, his bumpy journey means he has invaluable lessons to impart.


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Available for:

After Dinner Engagement

Watch James in action

1/2 videos
Inspiring Entrepreneurs: Recipe for Success - James Averdieck, founder of Gü
Inspiring Entrepreneurs: Recipe for Success - James Averdieck, founder of Gü
Coconut Collaborative's James Averdieck: HIgh50 Entrepreneur
Coconut Collaborative's James Averdieck: HIgh50 Entrepreneur
Scottish Institute for Enterprise Ltd

Thoroughly enjoyed James's talk that day - hugely engaging. A very amiable man altogether!'

Crystal Cruises

'A great speaker, a great personality - a great story to tell. He was very well received by the audience, and a pleasure to work with.'

Evening Standard

'James is an outstanding speaker. He educated and entertained the audience and the event was a huge success.'

Chris Blackhurst
Revolution Events Ltd

'A compelling and fascinating speaker, who spoke with honesty and humour to our audience. He set exactly the right tone for the day.'


'A great speaker with a excellent delivery style mixing chocolate, business and humor, what else could you ask for in a speaker!'


'That was fantastic! We had great incoming this morning, with lots genuinely jazzed up by your optimism and can do approach in the face of entrepreneurial challenge. Great for morale. Thank you very much.'

Jeremy Evans

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