Bruce began his association with mission brands in 1992 by joining Media Natura, a media network focused on social justice and environmental issues. He led the team providing the marketing communications for the launch of Cafédirect. The brand helped to usher in the idea of a values based product that both tasted good and did good too – at the time it was quite a radical concept! Other clients included the UNHCR, the International Committee for the Red Cross, the WWF, Oxfam and Ten Thousand Villages.

In 1996 he was invited to join the organic and fair trade co-operative Equal Exchange in Boston with a brief to build its marketing capacity. Working closely with the sales team, the organization was re-branded, its product re-packaged and its first national advertising and PR campaign rolled out.

Most recently Bruce has worked with a global communications network that specializes in the ethical sector. Assignments included the development of the web site for World Fair Trade Day, the business start up of the United Bank of Carbon, the re-branding of Oké bananas and strategic consultancy to Ecotricity, Neal’s Yard Remedies, Ben & Jerry’s, Twin Trading and Triodos Bank.

Bruce has one MBA from Cranfield School of Management, one diploma from the Institute of Marketing, one wonderful wife and three junior staff who once they finish school will take over the family business.