Our Brain Trust


Welcome to our extended family (one hell of a group of people to have on speed dial). Although not part of The Craftory day to day, these highly prized experts guide and encourage us in our mission to create a new house of CPG challenger brands. And yes, the brilliant people we invest in get access too.


Adam Morgan

Adam coined the concept of Challenger Brands in his seminal book ‘Eating The Big Fish: How Challenger Brands can compete against Brand Leaders’; both have gone on to become cornerstones in the modern marketing lexicon, and influenced the creation of a new generation of packaged goods challengers, from Innocent in the UK to Method in the United States. 


In 1999 Adam founded eatbigfish and established The Challenger Project, a continually evolving research study into how challenger brands succeed, across a variety of different categories. This has evolved to embrace a community of emerging food and drink challengers, including live events for challenger founders to share questions and experiences. 


Further books on Challenger culture (The Pirate Inside), and creativity (A Beautiful Constraint) followed the creation of his international consultancy, eatbigfish, whose clients have included Clif Bar, Charlie Bigham’s, Moet Hennessy, Uber, Unilever and Pepsi.



Giles Gibbons

Giles has been walking the line between the business of social impact and the social impact of business since setting up Good Business in 1996.


Living by the mantra, if you want to change the world, do it through business; if you want to transform your business, change the world, he has worked with many of the world’s leading companies and global foundations bringing this vision to life.


He has also used his entrepreneurial tendencies to launch the sustainability movement for the restaurant industry – The Sustainable Restaurant Association; the world’s first elite disabled orchestra, the Paraorchestra; and Shift, a service design social enterprise for the social sector.

Good Business


Marisa Drew

Marisa is the CEO of the Impact Advisory and Finance Department of Credit Suisse in London. Her team leads sustainable finance and impact investing across Credit Suisse globally.


Marisa serves on the Women’s Leadership Board at Harvard’s Kennedy School of Government and is a member of the FCA’s Markets Practitioner Panel. She’s part of the GIIN (Global Impact Investing Network) Leadership Council and is a member of the Blended Finance Task Force sponsored by the World Economic Forum. Marisa is the founder of the Competitors' Diversity Forum and is a member of the C200, an organization comprised of the top women in business globally.


Marisa has been recognized by the BBC as one of the Most Powerful Women in Britain, by Fortune as one of the 50 Most Powerful Women in International Business, and by Financial News in its ‘100 Most Influential Women in Finance’ list every year from its inception in 2007 through to 2017.


Marisa is an active angel investor and has interests ranging from Fintech to art disruptors and restaurants. Marisa operates a small farm in South Africa producing cabernet wines and olive oil (yum!). She’s also a Founding member of the Conduit Club.

Marisa Drew and Credit Suisse


Paul Lindley

Paul is an award-winning British entrepreneur, social campaigner and best-selling author.  


In 2006 he founded Ella’s Kitchen, an innovative brand of organic baby food built on a core social mission. It has since become the UK’s largest baby food brand, with over $100M in sales across 40 countries. Paul stepped back from Ella’s Kitchen in 2018 to devote more of his time to social campaigning.


In 2014 he co-founded The Key is E, supporting African entrepreneurs whose social businesses benefit children.  


In 2017 he published his first book, the critically acclaimed bestseller ‘Little Wins: The Huge Power of Thinking Like a Toddler’.


Most recently, in 2018, Paul was appointed Chair of the newly established London Child Obesity Taskforce by Mayor of London Sadiq Khan. The Taskforce was launched by the Mayor to create a vision and policies to significantly change the capital’s obesogenic environment, thereby improving the lives of children across the city.


Paul is Chair of Robert F Kennedy Human Rights UK, a Trustee of Sesame Workshop, the creators of Sesame Street, and sits on the Board of social enterprise Toast Ale.


Paul believes the best businesses make profits AND have a core purpose to do social good; and that more ‘human-ness’ is needed in our economy and civil society.

Paul's Wikipedia page


Shilen Patel

Shilen founded Distill Ventures (DV), the world’s first accelerator dedicated to founder-led drinks brands. In just five years, DV has invested over £100m in 20+ drinks start-ups and has its first exit already under its belt.


Shilen discovered, invested in and nurtured Seedlip the world’s first distilled non-alcoholic spirit. Growing at over 400% y-o-y, Seedlip has led the development of an entirely new and rapidly growing category of ‘non-alcoholic spirits’.


Shilen is a proven disruptor with over 24 years experience in CPG leveraging challenger brands, emergent technologies and innovative business models to deliver rapid growth at scale. He is also a highly active and hands on investor with a deep passion for mentoring founder-led start-ups that have the potential to beat industry “goliaths”. He has helped to nurture and grow over 20 founding teams, from serial entrepreneurs through to first-time founders, across Europe, US and Asia.