As Founder of Plant for Peace, James has overseen the development of the Plant for Peace strategy since early 2007. James founded the first commercial pomegranate juice drink in UK and Europe and has developed numerous innovative product ideas including the first Plant for Peace product range from Afghanistan. James passion for change has led him on a remarkable journey determining the Plant for Peace strategy involving all parties such as Tribal Elders, farmers, Taliban, Government of Afghanistan, multinational food companies, donors and Royal families.
James drive and motivation stem from his life’s experiences and his respect for the less fortunate, environment and nature, and understanding the importance of the connection between people and a natural food chain. James conviction has led him to risk his life on numerous occasions to ensure the success of Plant for Peace.