A RECIPE FOR SUCCESS
“It’s just another way of processing starch, really,” Jamie Baxter says. He’s telling me about the breakfast cereal company he owned before he “accidentally” fell into the world of spirits and launched his successful distilling consultancy. After selling his company to European cereals giant Morning Foods in around 2006, he was approached by William Chase, founder of English potato crisp brand Tyrells, who wanted a way to add value to the cereal crops he was growing in rotation with his spuds.
“He took me on [and] we were going to build Tyrells muesli factory,” Baxter explains. “Just before I joined the company I had booked to go on holiday, so five or six weeks after starting I went off on two weeks of holiday. When I came back, I found he’d cancelled all the orders for all the equipment that I had placed and he said, ‘Jamie, muesli’s really boring,
