Aiming to make a positive impact on the planet and society and to help companies to achieve the same.
E.g. B Corp status (achieved highest category ranking in the world and 4th Queen's Award), and net positive positions.

DEFRA funded air quality research from a human perspective in Oxford

Assisted natural forest regeneration research / project in Indonesia
Campaign to humanise our cities and for active travel.

Commercial and brand sustainability strategy

Lecturer & speaker on plastics & ocean plastics, sustainability communication and behaviour change
Supporting social enterprise start-ups at Oxford University and Queen's University Belfast.

Motivated about environmental and social sustainability, ethics and values led business, holistic and systems thinking with impact.

Led the thinking and development of Sustainability as a commercial function within Coca-Cola.

Visiting Senior Member Linacre College Oxford University

Oxford University Colleges Sustainability Guild

IFSTAL -Innovative Food Systems Teaching & Learning, Oxford University

Future Leaders Programme, Environmental Change Institute, Oxford University

Cyclox committee, the voice of cycling in Oxford

Founder of Oxfordshire Youth Cycling -free cycle training

Co-founder of the social enterprise café Common Ground, winner of Oxford University's Enterprising Oxford's #startedinoxford 2018


I participated in the BBC Panorama documentary coming out October 25th 2021.

Whilst the title of the documentary was not known to me, my strong advice to the directors was to focus on the solutions, and not to continue to describe the problem, yet again.  I also suggested several times to interview the leading, and most sustainable franchise bottler, Coca-Cola Europacific Partners.  However, my understanding is that they declined to be interviewed and pushed it to The Coca-Cola Company in Atlanta to respond, who I understand did not finally go on camera.  

I believe in transparency and trust and in having difficult conversations, and somebody needs to come forwards, so I did. 

(N.B. I have not yet seen the film and the context in which my comments have been placed.)


Plastics are a complex and emotional subject, there is no one single solution everywhere, and the alternatives can be worse for the environment, with unintended negative consequences.  Whilst we should eliminate and avoid all unnecessary plastics, we are not recovering and recycling enough.  It's value is too low.  Consequently one solution is to give it an artificial value, such as a deposit.  We need to stop plastics from reaching the oceans and from going to landfill.


There are some very interesting new developments, such as plastics depolymerisation, back to the essential monomer, from which plastics can be made again without degradation.  This, and other developments were not featured in the film I understand, which is a pity.

From a Coca-Cola perspective, I feel that they are behind the curve and have let this issue get away from them, rather than get ahead of it.  Happy to discuss it.

Three forms of empathy drive behaviour
Cognitive: to know
Cognitive (empathy)
Emotional: to feel
With permission: Dr. Jim Barry, Nova Southeastern University
Compassionate: to respond