With a background in advertising, he joined Faith In Nature in 2017 and has spent his time since reimagining what it means to be a green company in today’s world.

In 2021, Faith In Nature became the first company in the world to make Nature a director — giving the natural world a voice and a vote in all of its decision making.

The entire process has been open sourced on Faith In Nature’s site so that other companies can do the same and they continue to share learnings from the idea on natureontheboard.com

He lives in West Wales with his creative partner (and wife), Anne, and their dog, Sonic — as close as they can be to the natural world and a daily reminder of why they continue to do what they do.