In the final episode of season 1, Fiona welcomes James Longcroft, founder of Choose to the show. 

James talks openly with Fiona about his journey as an entrepreneur and inventor, how overnight he halted sales of his successful bottled water brand to combat rather than contribute to the global plastic pollution crisis. 

James’s realisation that his original business idea wasn’t the best solution after all and his courage to pivot his entire business operation to rectify things is a story we can all take some major life and business lessons from. 

Links to all things discussed:

• Choose - head on over to the website and support James by purchasing a case of washing up liquid or hand soap and give your feedback on the bottle’s design.  

• Indiegogo - The crowdfunding platform James used to kick off Choose. 

• Water For Africa - The charity partner James has been committed to supporting since day one.

• Sky Ocean Ventures - The investment opportunity that helped James progress his bottle design from the prototype stage to large scale manufacturing. 

• Innovate UK - Another very helpful funding opportunity for innovation development that James rates highly. 

• The Great Ocean Clean Up - James reminds us that we can all do our bit to clean up the beaches and waterways around us. ‘If we can go to the moon we can stop a bit of plastic from ending up in the sea.’ 

• James’s podcast recommendations - Off Menu with Ed Gamble and James Acaster & No such Thing As A Fish.