NativeAdVantage 10-Q2BA:

(10 Questions 2B Answered)

What do you do best?
What makes you the best?
Biggest success?
What are your aspirations?
Most challenging moment?
Favorite Motto?
Favorite People?
Favorite Places?
Favorite Products?
Current Passions?

Featured NativeAdVantage:

Andy Weir: Author of "The Martian"

John Philipson: VP, Six Senses Resorts

Tom Sito: Chair of Animation, USC Film School

Elizabeth Wynn: Broker, Sotheby's RE

Leonard Greenhalgh: Professor, Tuck-Darmouth)

Ryan Blair: NY Times Best Selling Author/Entrepreneur


Featured NativeAdVice:

Shai Reshef: Founder of University of the People

Paul D'Arcy: SVP of Indeed

Susan Hatje: GM of Mandarin Oriental, NY

Dan Laufer: Co-Founder of RentLingo

Hilary Laney: President of Tri-Digital

Greg Marsh: Co-Founder of onefinestay

Omar Qari: Co-Founder of Abacus

Gabriell Weinberg: Founder of DuckDuckGo

Stacy Rauen: E-I-C of Hospitality Design Mag

Jon Gray: CRO of HomeAway

Joe Speiser: Co-Founder of

Ben McKean: Co-Founder of HungryRoot

John Boiler: Founder/CEO of 72andSunny

Wayne Pacelle: CEO of The Humane Society of the US

Tom Guay: GM at The Sagamore Resort

Dr. Alejandro Junger: Founder of The Clean Program

Rob Flaherty: CEO of Ketchum

Neil Thanedar: Founder/CEO of LabDoor

Andy Grinsfelder: VP of Sales/Marketing, Delaware North Resorts

Laura Frerer-Schmidt: VP/Publisher of Women's Health

Avi Steinlauf: CEO of

Kathy Bloomgarden: CEO of Ruder Finn

Gabriel Flateman: Co-Founder/CTO of Casper

Mark Bartels: CEO of StumbleUpon

Bill Hagelstein: President/CEO of RPA

Adam Singolda: Founder/CEO of Taboola

Jonathan Plutzik: Proprietor of The Betsy-South Beach

Jessica Scorpio: Founder/VP of Marketing at GetAround

Ralph McRae: CEO of Leading Brands

Warren Berger: Bestselling Author

Liz Kaplow: Founder/CEO of Kaplow Communications

Dave Girouard: Founder/CEO of UpStart

Dave Asprey: Founder of BullectProof Executive

Douglas C. Smith: President of EDSA

Val Difebo: CEO of Deutsch NY

Guido Polito: CEO of Baglioni Hotels

Doyle Graham, Jr.: CEO of Valencia Group

Oscar Farinetti: Founder of Eataly

Angelo Sotira: CEO of DeviantART

Ali Khwaja: CFO of Safecharge

Zach Erdem: Proprietor of 75 Main

Jim Beley: GM of The Umstead Hotel

Alexis Gelburd-Kimler: Proprietor of West Bridge

Elie Georges: Proprietor of Hotel San Regis

Kalen Caughey: Founder o VOKE Tab

Michael Friedenberg: CEO of IDG

Donna Karan: Founder of DKNY

Edward Nardoza: Editor-in-Chief of WWD

Scott Dadich: Editor-in-Chief of Wired

Rhona Murphy: Former CEO of The Daily Beast

David J. Pecker: CEO of American Media

Lilian Roten: VP of Swissotel Hotels

Kenny Dichter: Founder/CEO of Wheels Up

Joshua Tetrick: Founder/CEO of Hampton Creek

Paul James: Global Brand Leader of The Luxury Collection

Dr. James Wagner: President of Emory University

Amy Thompson: President of ATM Artists & Management

Neil Gillis: President of Round Hill Music

Brett Matteson: President of Columbia Hospitality

Jonathan Reckford: CEO of Habitat For Humanity

Phil Harrison: President/CEO of Perkins+Will

Chef Bill Telepan

Tony Horton: Founder of P90X

Beth Weissenberger: Co-Founder of The Handel Group

Michael Fertik: Founder/CEO of

Dana Cowin: Editor-in-Chief of Food & Wine

Bob Proctor: Chairman of Proctor/Gallagher Institute

Dennis Turcinovic: Owner of Delmonicos

Vittorio Assaf: Co-Founder of Serafina Restaurant Group

Shafqat Islam: Co-Founder of Newscred

Matt Williams: CEO of The Martin Agency

Bruce Rogers: Executive Chef at Hale & Hearty

Caleb Merkl: Co-Founder of Maple

Candy Argondizza: VP of Culinary at ICC

Neil Sazant: President of The Sagamore

Matt Straz: Founder/CEO of Namely

Terry Couglin: Managing Partner of Marta/Maialino

Andrei Cherny: Co-Founder/CEO of Aspiration

Ronen Nissenbaum: Managing Director of Waldorf Astoria NY

Patrick Godfrey: President of Godfrey Q

Sarah Berman: Founder/President of The Berman Group

Michael Schwartz: Owner of Genuine Hospitality Group

Stephan Aarstol: Founder/CEO of Tower Paddle Boards

Peter Shaindlin: COO of Halekulani Corp.

August Cardona: Founder/CEO of Epicurean Group

Nick Kenner: Co-Founder of Just Salad


James McMaster: CEO, Huel

My NativeAdVice:


Huel CEO James McMaster joined the fast-growing brand to apply his expertise in food startups and help grow the nutritionally complete food’s reach in the United Kingdom, Germany, and the United States. He remains grounded in Huel’s multi-faceted mission of delivering quick and convenient complete nutrition, eliminating food waste, and taking a vegan route to avoid negative environmental impacts, while also moving away from gluten. “Huel is convenient and tasty, yet it respects the environment and supports a flexitarian lifestyle, eliminating food waste and animal products in support of a healthy body and a healthy Earth,” McMaster says. “It allows people to see food in a new way.” McMaster enjoyed growing up in London with one brother and one sister, filling his time with sports, which helped shape his hard-working, team-focused mentality. With budding interests in food, health, and wellness, McMaster became COO of Ella’s Kitchen in 2010. Helping the organic baby food brand achieve impressive growth, he led the launch of 60 new products and the brand’s introduction into 10 new global markets. Additionally, McMaster bolstered his expertise in 2012 by graduating from an accelerated development program at London Business School. In 2013, the Hain Celestial Group bought Ella’s Kitchen, and installed McMaster as co-managing director; by 2014, Ella’s became the number 1 baby food brand in the U.K. In his time with Ella’s Kitchen, McMaster earned recognition from The Grocer in its 2013 “Top New Talent” feature of “35 Under 35

How did you get into the industry?

I started out in Strategy Consulting, where we supported businesses with their company strategy as well as mergers and acquisitions. Whilst the knowledge I gained was significant, I learned two things about myself. Firstly, I loved tangible consumer brands. Secondly, I was always gutted when our projects were over and I had to move onto the next one. As a result, I ended up joining a UK dessert startup called GÜ. And then over the last 10 years I’ve worked for various food and drink brands, as well as in fashion supporting my wife with her business (The Fold,

Any emerging industry trends?

Huel is a global e-commerce food brand, which is actually a very new area to be involved in and represents the shift that is happening in the growth of online shopping.

Huel’s mission is to make nutritionally complete, convenient, affordable food, with minimal impact on animals and the environment. It is a brand that has responded to customer trends. We are far more aware of the impact food and drink has on the world around us so we seek out products with less food waste and dairy-free products like Huel. And we are increasingly aware of the impact it has on our own health and wellness, which drives people to make more responsible nutritional choices.

Any industry opportunities or challenges?

Traditionally, newer consumer product brands faced a very steep hill to gain awareness, which could make it very hard to breakthrough. Social media platforms have increased the ease of finding out about ‘the next big thing’. Huel has grown into a presence in the US, UK and Germany with a lot of word of mouth, as well as social media sharing. We couldn’t afford big advertising campaigns via traditional media.

Inspiration for the business idea, and your vision for the Business?

We had a very successful two year launch phase. And now we are gearing up for bigger growth and want to be a brand that is recognized as having a positive society benefit. We are pioneering a new category of food called ‘Complete Food’. It contains all the proteins, carbohydrates and fats that you need, and the daily recommended amounts of all 27 essential vitamins and minerals. We are motivated by how we can help others reduce food waste, have better nutrition, and all via a very cost-effective and convenient method.

What's next for the Business in the near future?

A major piece of the puzzle for fast growth businesses is the team. We currently have 30 people spread across Los Angeles (US), Berlin (Germany) and Aylesbury (England) and will be finding amazing people to join us on the journey. Discovering those people and making sure Huel is a great place to work is a responsibility I feel privileged to have.

Your key initiatives for the success of the Business?

Our founder, Julian Hearn, had a vision for a minimalist, modern brand that people trusted. The clean, monochrome packaging with over-sized logo stands out. And all of our products are formulated by renowned nutritionist, James Collier. Together, Huel is a food choice that people are talking about and we are proud to create it for them.

Your most difficult moment at the Business? (and what did you learn?)

We actually ran out of stock several months after Huel launched in the U.S. market. Sales were much greater than forecast and we needed time to catch up with production. Whilst in many ways that’s a positive, letting some of our customers down isn’t the first experience we wanted to provide.

Ideal experience for a customer/client?

I think our customers know that by drinking Huel they are being good to their body, they are saving money, and they are making an environmental choice as there is no waste and impact on animals. And it’s one less thing to think about planning in a busy day.

How do you motivate others?

I like meeting people, listening and supporting their ideas. I’m a big fan of communication. Too often in businesses, people don’t know what’s going on or how they fit in. That’s just not motivating. So creating an environment with excellent communication is always a priority, especially as a fast-growth business since things are changing all the time.

Career advice to those in your industry?

Just do it. Too many people ponder about what might have been.

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