INTERVIEW WITH FOUNDER JAMES 'GB' DAY

The ‘GREATEST BRITISH Hospitality Company’ is a gourmet-lifestyle focused agency.

Based in the heart of beautiful Shropshire, where we’re perfectly placed to seek out the best culinary suppliers and venues from across the country.

We love the hospitality industry. The metaphoric ingredients which make it World leading, and the supply chains who feed it, to create the unique experiences that we all offer. We travel the nation to seek out and celebrating greatest British hospitality to create our exceptional gourmet gifts and experiences through our digital and publishing platforms at GourmetXperiences.co.uk.

Decades of experience in the Hospitality industry

The Greatest British Hospitality Co. was founded by food writer, reviewer, marketer and author James Day (pictured), who created the business following many years’ promoting chefs and hospitality businesses around the UK. Now supported by a dedicated team of industry professionals.

For over 30 years, James has been involved in the hospitality industry, both as a promoter and a consumer.

From marketing Michelin-accredited chefs and attending National Awards ceremonies to interviewing some of the finest culinary masters of Britain, alongside nurturing some of the nation’s most innovative chefs from pop-ups to award winners, he brings a wealth of industry experience.

James’s passions aim to support hospitality operators who have a unique story to tell, enabling them to become more engaged with gourmet lifestyle-seeking food lovers looking to discover, explore and engage with Britain’s rich variety of chefs, cookery schools and artisan producers.

In recent years, the Greatest British Hospitality Co. team have supported a new generation of grass-roots chefs, cookery schools and producers, and share their passion for fresh British produce and warm hospitality, inspiring James to create a whole new genre of experiential ‘Gourmet Gifts’ celebrating the diversity and passions of the Greatest of British hospitality.

INTERVIEW WITH FOUNDER JAMES ‘GB’ DAY

Background & Inspiration

1. What first sparked your passion for hospitality and the British food scene?

I’ve always believed that food and hospitality are about storytelling—about people, place, and pride. My passion started early, growing up surrounded by good food and real British produce. Over the years, I’ve seen how deeply hospitality touches lives, and that’s what keeps me inspired.

2. How did the idea for The Greatest British Hospitality Company come about?

It was born out of a desire to champion the unsung heroes of our hospitality landscape—independent makers, artisan producers, and the passionate people behind them. I wanted to create a platform that celebrates the very best of British with authenticity and integrity.

3. You’ve worn many hats—marketer, publisher, reviewer—what’s driven your diverse journey in hospitality?

Curiosity and a love for craft. I’ve always been drawn to places and people doing things properly—be that chefs, innkeepers, distillers or farm shops. Marketing and publishing gave me the tools to help tell their stories, and that led me to build platforms like Greatest British and get involved with ICSA.

Greatest British Hospitality

4. What is the mission behind the ‘GREATEST BRITISH HOSPITALITY’ movement, and ‘GREATEST BRITISH GourmetXperiences‘ gift solutions and how has it evolved since launch?

It’s about spotlighting the genuine greats—places that have soul, substance, and provenance. Over time, it’s evolved from showcasing brands to creating collaborative experiences and campaigns that drive awareness, footfall, and loyalty. We also embrace, support and celebrate unique British Gourmet Experiences.

5. How do you define ‘greatness’ in British hospitality today?

It’s not about pomp or polish—it’s about passion, purpose, and people. Whether it’s a Michelin-starred kitchen or a countryside pub with a great pie and a roaring fire, greatness is felt in the experience. It actually support and celebrates the diversity of British cuisine and those who work within the hospiality industry from all over the world. We really are wolrd leaders in hospitality.
Also TBH it was a grEAT way to put the EAT in GREATEST BRITISH!

6. Can you share a standout moment or campaign that truly embodied the spirit of Greatest British?

One that stands out is our “Great British Taste Off” tour—pairing artisan producers with venues for immersive guest experiences. It wasn’t just about food; it was about community, heritage, and storytelling.

Every year as a British Food & Drink Ambassador, and active member of ICSA, the Independent Cookery Schools Association, we promote British Food Fortnight and British Cookery Schools Week which we created, both back to back in September & October.

7. How do you approach working with heritage brands and artisan producers while keeping the brand fresh and relevant?

By focusing on authenticity and quality. People crave real stories and sustainable values more than ever. Our job is to help these brands communicate that in a way that resonates with today’s audiences—online and off.

ICSA & Culinary Education

8. As Director of Operations at ICSA, and independent assessor at The independent Cookery Schools Association what do you believe makes a cookery school truly excellent?

It’s a blend of passionate tutors, hands-on learning, and an environment that nurtures curiosity. But most of all, it’s about real-world relevance—giving people skills they can actually use.

9. How does ICSA accreditation help schools raise their standards and connect with wider audiences?

It brings credibility and structure. It helps schools benchmark themselves, refine delivery, and communicate their quality to consumers. And in a crowded market, that trust is invaluable.

10. What trends are you seeing in culinary education, and how is ICSA responding to them?

We’re seeing huge demand for specialist diets, sustainability, and provenance. There’s also a growing appetite for wellness-led cooking. ICSA is adapting by developing new standards, workshops, and guidance for schools to evolve with the times.

11. Are there any common mistakes or blind spots you observe in independent cookery schools today?

Often, schools underestimate the business side—marketing, customer experience, and compliance. Passion alone isn’t enough. Accreditation helps them think holistically, from guest arrival to dish delivery and beyond.

Advocacy & Special Diets

12. You’re also working with Coeliac UK—why is gluten-free education so critical in hospitality?

Because it’s not a lifestyle choice for coeliacs—it’s a medical necessity. The implications of getting it wrong are serious, and hospitality has a duty of care. Education empowers kitchens to cater safely and confidently.

13. What do you say to chefs or venues that underestimate the importance of dietary standards?

I remind them that trust is their currency. One bad experience can break that trust—and cost repeat business. Getting it right isn’t just ethical—it’s commercially smart.

14. How can cookery schools better prepare future chefs to deal with allergies and dietary legislation?

By embedding it into their teaching from day one—not as a bolt-on. It should be second nature to check ingredients, avoid cross-contamination, and understand the legal weight behind “gluten-free” claims.

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Industry Perspective & Innovation

15. What do you see as the biggest challenge facing independent hospitality venues in the UK right now?

Rising costs, staffing, and consumer uncertainty. But also, a need to stand out without losing authenticity. The venues that will thrive are the ones that adapt without compromising their soul.

16. Where do you think innovation is most needed in hospitality education and guest experiences?

In digital engagement and accessibility. Online learning, hybrid events, and storytelling-driven content can help schools and venues reach new audiences and build deeper connections.

17. If you could change one regulation or industry standard, what would it be and why?

I’d push for clearer, unified guidance around allergens and gluten-free practices. Too many venues still rely on guesswork. Simplifying the rules helps protect both businesses and consumers.
Also CUT THE VAT in hospitality. That would make a HUGE difference.

Personal Reflections

18. What’s the most rewarding part of your job across both Greatest British and ICSA?

Seeing people grow—whether it’s a school gaining accreditation or a small producer, chef or venue getting national recognition. Helping others tell their story and reach their potential is incredibly fulfilling.

19. Which mentor, book, or experience has had the biggest influence on your career?

I’ve been lucky to work with some inspiring food writers, chefs, and educators. But perhaps it’s the countless independent passionate influencers I’ve met over the years—their resilience and passion still inspire me every day.

20. When you’re not working, where’s your favourite place in the UK to unwind with great food and drink?

A proper country inn with a local (gluten free!) pint, a good roast, with friends just having a laugh. I’m happiest where the welcome is warm and the food is honest.

James Day

Greatest British Food & Drink Ambassador, ICSA Director & Assessor.
Hospitality Champion for Coeliac UK

‘GREATEST BRITISH GourmetXperiences’

Our GourmetXperiences membership driven B2C digital and print platforms provide immersive gourmet gifts and experiences celebrating seasonality, sustainability and exceptional British hospitality. Each unique ‘GourmetXperienc’e is provided by accredited chefs, hospitality venues, cookery schools, artisan producers and recognised British lifestyle brands. Transforming the special to eXtra special.

Industry Challenges.

Britain’s hospitality industry is a breeding ground for World renowned talent. However this year in particular we have all been faced by unimaginable challenges.