How I made it

I spent a lot of time in expresso bars in my youth in the 1960s, as they were the social places to meet. I started the business, then called Copack, in 1970 with hardly any money. I bought a few 50kg sacks of coffee off coffee-broker friends, who gave me credit.

How did things start to take off?

As the business started to grow, I negotiated a partnership with a larger company. My previous experience in advertising taught me not to be afraid of bigger companies. We launched our first coffee brand, Verdona, in 1978. Sainsbury's was our first customer – I told them I had a great deal for them and we sold a million jars in the first week. Then in 1987 I set off alone and started Food Brands Group and Percol.

How did you build your brand?

We've never advertised, but we've always had in-store tastings, special offers and promotions. This is what ensures people recognise the product.

What is Percol's current value?

£10 million, but growing every year.

What is the secret to your success?

There is a picture of me on the back of each pack – I put my neck on the line. I think the personal touch is essential. We were the first to put tasting notes on the packs, along with food pairing – so people can live the product. To me coffee has always been like wine.

How important is Fairtrade to your brand?

We were one of the first coffee companies to become Fairtrade, in 2003. We realised from our visits to South America that we needed to support the farmers to improve quality. We started our own charity, Coffee Kids, in 1999 to help communities whether or not we buy coffee from them, and we've raised £400,000. It was essential to ensure a sustainable future for our coffee.

How long is your working day?

I'm not a morning person, but my hours are flexible. I get up at nine and work until eight at night in my Battersea office. I drink about four cups of Honduras coffee, which is a four on our one-to-five strength guide, so it packs a punch.

What rewards do you allow yourself?

I enjoy fly-fishing to unwind and track-racing fast cars for adrenaline.

What advice would you give to someone starting up?

You have to lead trends rather than follow them. We introduced single-origin coffees and invented the soft pack rather than the brick, which changed the market place.