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James Penfold is currently the Head of Insights UK & Ire at Asahi UK. With a background in insight and consumer planning, James has held various roles in companies like Asahi International, B&Q, Kerry Foods, Centura Foods, and Hovis Ltd. James has a strong track record of unlocking growth through foresight and insight, championing fresh thinking, and leading strategic initiatives for brand planning and portfolio management. James's expertise lies in creating and delivering key insight initiatives to support business growth and brand development.