James Cashmore

Managing Director

James has been Managing Director at the Soil Association since early 2022, leading the charity's overall work and impact across food and farming.

He joined the Soil Association in 2015 as Director of the Food for Life programme and was appointed as Director, Food and Farming in 2018 and then Deputy CEO in 2020, where he led the development of the Soil’s Association’s Group Strategy to 2030, ‘Grow Better Together’. 

James’s background is largely in the private sector, including 20+ years in senior roles in large consumer-facing companies including Thomas Cook, Yorkshire Bank, Asda, the AA, and Homeserve.

He then founded a successful consultancy business to help brands, particularly food businesses, deliver social change. It was through this work that he developed an interest in the power of good food to deliver more sustainable economies and better outcomes for the natural environment and for human health. 

James is passionate about ensuring that good food and a healthy, sustainable diet are attainable for all, not just for an affluent few.