Will Howard shares his journey from hospitality worker to Managing Director of GrowUp Farms, revealing how purpose-driven leadership and vulnerability create stronger businesses and teams.• Started career with a passion for food, working in hospitality before transitioning to FMCG roles at L'Oreal and PepsiCo• Found his authentic leadership style at purpose-driven companies like Red Bull, Innocent and Ella's Kitchen• Practices vulnerability by openly discussing mental health challenges with his team• Maintains mental wellbeing through consistent morning exercise routines• Joined GrowUp Farms after being impressed by both the team and product quality• Explains how vertical farming creates perfect growing conditions without pesticides in the space of "three double-decker buses"• Balances aggressive commercial growth targets with sustainable business practices• Uses technology including AI and machine learning to optimise crop production• Emphasises communication with context as essential for effective leadership• Advocates normalising mental health support: "If you cut your finger, you put a plaster on it. It's normal the other way"If you want to know more about starting a food business, head to www.jgreenwood.com.Support the show