Having spent the first half of his career working in the entertainment industry, George began a new chapter in 2012 determined to use his energy and influence to make a positive, meaningful and lasting impact on society. In 2018, George founded the life-skills education programme, GROW, that works in schools and communities to promote mental and physical wellbeing as well as a more hands-on relationship with nature. After a chance meeting with Andy Cato, followed by spending time on Andy’s farm in France, in 2018 George co-founded Wildfarmed alongside Andy and Edd. George is passionate about improving people’s understanding and connection with the food system to help drive positive, lasting change in the way food is produced, distributed and consumed.