James Averdieck

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James Averdieck
BornNovember 1965 (age 53)
ResidenceLondon, England
EducationUppingham School
Alma materDurham University
Known forFounder of and the Coconut Collaborative

James Averdieck (born November 1965) is a British entrepreneur, the founder of the dessert manufacturer and the Coconut Collaborative.

Early life[edit]

Averdieck was born in November 1965.[1] His father was the owner of a textile business.[2] His grandfather also had his own business.[3] He has a twin brother Ed, managing director of Nokia Music and an older brother Will, who is an inventor.[3]

He was educated at Uppingham School,[4] and received a bachelor's degree in economics from Durham University in 1988.[5][6]


Averdieck worked for the food companies Safeway and St Ivel for ten years.[4] He founded in 2003, and in 2010 sold it to Noble Foods for £32.5 million.[7]

In 2014, he bought a majority stake in Bessant and Drury, a small dairy-free ice cream company, which he rebranded as the Coconut Collaborative, which uses coconut milk instead of dairy.[8]

Personal life[edit]

As of 2010, he was married to Annie Averdieck, they had two children, and lived in south-west London.[3][4][9]


  1. ^ "James AVERDIECK - Personal Appointments (free information from Companies House)". Beta.companieshouse.gov.uk. Retrieved 4 July 2017.
  2. ^ Alex Lawson (11 May 2015). "Growth Capital: Gü founder James Averdieck keeps it sweet even after making pots of money | London Evening Standard". Standard.co.uk. Retrieved 4 July 2017.
  3. ^ a b c "Mr Gü's guide to making millions". standard.co.uk. Retrieved 30 August 2018.
  4. ^ a b c Healthy Eating (4 March 2006). "The wonder of Gü". Telegraph. Retrieved 4 July 2017.
  5. ^ "Durham University Business School : Our Alumni: James Averdieck - Durham University". Dur.ac.uk. 25 May 2017. Retrieved 4 July 2017.
  6. ^ "Newswire Back Number June 2004". Internet Archive Wayback Machine. Durham University. 28 August 2004. Retrieved 18 September 2018.
  7. ^ Kitty Dann. "Gü founder James Averdieck on why he decided to start again | Guardian Small Business Network". The Guardian. Retrieved 4 July 2017.
  8. ^ Matthew Caines (24 March 2017). "'A food business's biggest challenge is getting to £1m in turnover'". Telegraph.co.uk. Retrieved 4 July 2017.
  9. ^ "Growth Capital: Gü founder James Averdieck keeps it sweet even after". standard.co.uk. 25 January 2010. Retrieved 30 August 2018.