Following his wife, Ella’s, enormous success online and in publishing, Matthew joined Deliciously Ella as CEO in 2015, to start a food business. Just 24 months after launch, Deliciously Ella is one of the fastest growing food brands in the UK, with three product lines that are stocked in almost 6,000 stores. Deliciously Ella has published four best-selling books, opened a central London deli, and amassed over 1.4 million followers on Instagram, generating 12-20 million impressions per week. Prior to becoming the CEO of Deliciously Ella, Matthew worked in finance and business development for a Los Angeles based tech start up.