David is a respected consumer goods industry voice with opinions regularly aired on national TV, Radio and in print, as well as being a renowned speaker on the national and international stage from national sales conferences to the European Commission. He is a columnist for The Grocer magazine leading many topical debates. David honed his skills as a business and negotiation consultant over the past fifteen years and during that time, has provided strategy and skills training across a wide spectrum of clients including Blue Chip internationals. His specialist knowledge of business strategy, negotiation and training methods stems originally from nine years as a senior business executive at Procter and Gamble where he was also responsible for UK sales training and development strategy. This was followed by 10 years in business trading across different countries and cultures including China, Africa, South America and the US. David founded Sentinel in 2000 and has an Honours degree from Manchester UMIST in Mechanical Engineering.