Huib van Bockel is the CEO and founder of the energy drink company Tenzing.

Formerly head of marketing at Red Bull he’s taken his company from start-up to significant player while maintaining a commitment to environmental protections. But it has not been easy.

In this episode we talk about: 

• Why he left Red Bull to start his own energy drink company 
• The ancient Tibetan tea that inspired Tenzing 
• What happened when met the family of Everest explorer Tenzing Norgay 
• How to create your own category in an existing industry  
• Why his first marketing spend was installing bins in Nepal 
• Should legislation force companies to improve their environmental impact? 
• Why he doesn’t like a hierarchical company structure 
• Why he cried after his unusual first pitch to Selfridges appeared to fail 

For more news, interviews and analysis, pick up the Evening Standard newspaper, or head to standard.co.uk/business 

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