Food, Purpose, and Mental Health: Inside Will Howard’s Commercial Journey

Will Howard shares his journey from hospitality worker to Managing Director of GrowUp Farms, revealing how purpose-driven leadership and vulnerability create stronger businesses and teams.

• Started career with a passion for food, working in hospitality before transitioning to FMCG roles at L'Oreal and PepsiCo
• Found his authentic leadership style at purpose-driven companies like Red Bull, Innocent and Ella's Kitchen
• Practices vulnerability by openly discussing mental health challenges with his team
• Maintains mental wellbeing through consistent morning exercise routines
• Joined GrowUp Farms after being impressed by both the team and product quality
• Explains how vertical farming creates perfect growing conditions without pesticides in the space of "three double-decker buses"
• Balances aggressive commercial growth targets with sustainable business practices
• Uses technology including AI and machine learning to optimise crop production
• Emphasises communication with context as essential for effective leadership
• Advocates normalising mental health support: "If you cut your finger, you put a plaster on it. It's normal the other way"

If you want to know more about starting a food business, head to www.jgreenwood.com.

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