Entrepreneur Series - His just desserts: An interview with James Averdieck

James Averdieck built Gü Puddings into a household name - but he found selling the business was a very different skill.

Like many business owners, James admits he underestimated the gap that selling his business would leave in his life.

James had founded Gü in 2003. By the time he came to sell it, seven years later, its turnover had hit GBP 30 million and its products were established on the shelves of major supermarkets.

In 2014 James went on to found a new enterprise, The Coconut Collaborative. Tapping into the dairy-free market, it offers a range of yoghurts and desserts made from coconut milk.

Here James reflects on his experience of the sale process, and offers some tips for other business owners and entrepreneurs embarking on their own sales.

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