James Averdieck Speaker, Speeches, Booking Agent | MFL Global
James Averdieck

James Averdieck

Founder of Gu Chocolate Puddings!

James Averdieck is the 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. He built the brand with passion, and from seed capital of only £65k created a business which was sold 6 years later for £32 million.

James Averdieck conveys a strong message about the value of loving your business. He speaks about true entrepreneurship; how to simplify ideas with an innovative approach, and how to make your dreams achievable. He shares the ups and downs of running a business with a raw and honest appeal. His enormous success lends him credibility, and his endearing transparency, combine to create a charismatic, intelligent and thoughtful keynote speaker, from whom important lessons can be learned.

Born in Yorkshire in 1965, James was educated at Uppingham School before studying Economics at Durham University. After uni, James joined the graduate programme at strategy consultants Arthur D. Little, where he learnt about the key drivers to a successful business, but wanted to get closer to the coal-face.

James spent nine 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.

James realised that UK consumers were demanding more quality and moving away from mass-produced ‘branded’ products. He was confident he could take on the big players. He wanted to create a brand “more focused than the big brands on using high-quality raw materials to deliver uncompromisingly good products.”

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.

In the process of building his brand, James realised his chocolate dream of selling soufflés to the French and chocolate to the Belgians. Since he sold Gu, his regret and the acceptance of his loss, have instilled in him an endearing honesty which makes him an enormously popular business speaker. James has become aware that the money, the power, the pleasure-seeking, the cars and the kudos, will never match the thrill of running and building the business. He is living proof that it’s not about the money.

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  • Business Speaker



Food Industry

Marketing and Branding


Setting Goals

James was a great speaker. Intelligent, amusing and insightful.


James was a great keynote speaker and tee-ed up a great away day for us all.


A breath of fresh air. He tells a fascinating story and makes you believe you can do it too.


Very inspiring and entertaining.

What if?

Fees & Details

Fees From*

  • UK:

    £3k to £7k

  • Europe:

    £7k to £15k

  • US:

    £7k to £15k

  • Africa/Asia/ME:

    £7k to £15k

Travels From

  • United Kingdom



* This Speaker's fee falls within the ranges shown above. Ranges are presented as a guideline only. Speaker fees are subject to change without notice. For an exact quote, please contact us.

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