Mission brands tend to be spread out all over the world, so the team here is used to managing teams across different cultures, disciplines, issues and time zones.

Recently, Bruce spent two years as Project Director for the United Bank of Carbon. Initiated by Jonathan Wild, CEO of Taylors of Harrogate, and implemented by Host Universal, it brought together brands looking to support rainforest protection but without the know-how, with NGO’s with the expertise but without the funding.

The team, who also included Deloitte, the University of Leeds and DLA Piper, developed a business and operational platform to deliver projects designed to meet the specific needs of the brands engaged. To date £1m has been committed to projects in Tanzania, Peru and India.

Bruce in the middle of his elevator pitch to HRH Prince of Wales during a Business in the Community event in 2009.(Image courtesy of Dawn Muspratt)