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James is the great grandson of the founder of the Company and inventor of Vimto, John Noel Nichols; and son of the non-executive chairman, John Nichols. James has a commercial background and has worked in the business since 2005, undertaking a wide variety of sales and marketing roles.

James is married to Anna, with 2 young children who take up much of their free time. James and his family enjoy travelling and spending time on, in or around the sea.