Jonny Shimmin Headshot

Jonny started Spoon alongside sister-in-law Annie after a chance conversation at a family barbeque. Looking to make a change from a fifteen year career in finance after moving back to London from Amsterdam, he was soon immersed in the world of food and drink and the early starts and long hours that a start-up breakfast business entailed.

Used to viewing the world of fast moving consumer goods with an analyst’s eyes from the comfort of a plush office, Jonny soon found himself involved in all aspects of a fast-growing business. The world of finance had prepared him for long hours and a tough business environment but not for the complexities of manufacturing and the challenges of 24-hour logistics. It was a steep and painful learning curve.

Luckily, sound tastebuds, good energy and a friendly face (as well as business partner who has a branding and design background) get you a long way. An appearance on Dragons Den and several supermarket listings later (including a foray into Switzerland) and Spoon is now a well-established breakfast brand with a strong contingent of loyal customers. He is now responsible for the overall running of the business and a growing team.

Jonny loves to hark back to days when he was fit enough to complete ultra-marathons and run a competitive race but these days when he’s not busy with Spoon he’s happy just to get out for a weekly social trot by the river in London, where he lives (with coffee almost always involved).

Region: London & East of England