James Averdieck (born November 1965) is a British entrepreneur, the founder of the dessert manufacturer Gü and the Coconut Collaborative.
[3] He was educated at Uppingham School,[4] and received a bachelor's degree in economics from Durham University in 1988.
[5][6] Averdieck worked for the food companies Safeway and St Ivel for ten years.
[7] In 2014, he bought a majority stake in Bessant and Drury, a small dairy-free ice cream company, which he rebranded as the Coconut Collaborative.
[3][4][11] He married Charlotte Knight on 6 December 2018 at St. Margaret, Kilmersdon, Somerset, England.