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James was until recently the Grocery Buying Director for Sainsbury's, where he was responsible for £16bn or half of Sainsbury's Group revenues. His responsibilities included buying, merchandising, product selection and supplier relationship management. During an 18-year career at Sainsbury’s his other roles included Buying Director for the £7bn Packaged Foods Division (2014-2016) and Buying Director for £4bn Chilled & Frozen Food business (2012-2014). Before Sainsbury’s he worked for three years in the financial industry, having started his career as a management trainee in the National Health Service for three years.

Outside of retail he is an advisor to a number of scale up food and tech companies. Previously, Bailey spent 18 years at Sainsbury’s, moset recently as a buying director.