James and his wife Monica founded Whole Kids with the purpose of helping parents to create happy, healthy lives for their children. Whole Kids is Australia’s largest range of certified organic snack foods for kids and the first food company in Australia to become a B Corporation. James is on the committee for Conscious Capitalism Australia and was previously a non-executive board member of Environment Victoria. Whole Kids is a founding member of the Future Economy Group, B Corporation Australia, and recently launched its own community grants program called Small Seeds which has funded projects including a literacy skills development program for disadvantaged children in Melbourne, and support services for asylum seeker families in detention in Darwin.
Whole Kids also runs a number of community campaigns focused on reconnecting kids with nature and advocating for tighter regulation of junk food marketing to children.