The Man Behind The Idea

Greg G Wixted: Purpose-Driven Entrepreneur and Innovator

Pioneering Change in Food, Hospitality, and Social Impact

Greg Wixted is a determined entrepreneur and founder whose 30-year career spans the global advertising, food, drink, hospitality, and technology sectors. Known for his boundless curiosity and unwavering commitment to social good, Greg has launched and scaled over 22 ventures and developed more than 50 innovative products, brands, and services. He is the visionary behind Tastes Good Does Good, the United Kingdom’s first purpose-driven hospitality and food group. Through this initiative, Greg disrupts conventional business models by dedicating 15% of revenue to combat food poverty, supporting food charities, and incubating new culinary businesses. Unique to his mission, up to 75% ownership of these ventures is gifted to aspiring entrepreneurs from disadvantaged backgrounds—empowering a new generation to build sustainable enterprises and shaping a fairer food system.

Greg’s entrepreneurial achievements are as varied as they are impressive. He took MYTABSAPP from concept to exit in just five years and spent a decade leading WEAREXPERT, a boutique consultancy operating across London, Kuwait, and Belgrade. Notably, he oversaw the rapid transformation of his family’s hospitality business during the COVID-19 crisis, scaling to 11,000 homes with weekly revenue surpassing $4 million AUD in mere weeks before orchestrating a successful sale. He has pioneered digital platforms like Diageo One, NOBL Insurance and Local Food & More, and his leadership has led to multiple successful exits, industry awards, and recognition, including a lifetime achievement award from the FBS for service to entrepreneurship.

Beyond business, Greg is dedicated to education and social contribution. He serves as Adjunct Professor of Entrepreneurship at the University of North Carolina - London, where his innovative course attracts hundreds of applicants annually. His charitable service includes trustee and advisory roles with organisations such as Oliver and Learn, Instructus, and Action on Hearing Loss. Greg’s expertise covers strategy, governance, innovation, digital transformation, and social impact, underpinned by formal training in hotel management, bakery, agile methodology, and more.

Greg’s personal passions are as diverse as his professional ones: he is an accomplished scuba diver and instructor, private pilot, conservation advocate, and the author of multiple books. His commitment to reshaping industries for the better and mentoring future leaders has made him a respected voice in sustainability, entrepreneurship, and purpose-driven business.