Door 01 of 3
Learn
You and your team, ready to work with AI.
Coaching founders and leadership teams to use AI in their own working week, through:
- The Expedition
- Bespoke team training
- The NAM.B.A
Put AI to work in your food and drink business.
Most people know they need to do something with AI but don't know where to start. That's why we built The Expedition, a programme that takes you from dabbling with AI to working with it properly.
Next intake starts in November · Limited places
100 people use AI at work changed how they work
Why most AI stalls
88
out of every 100 people now use AI at work.
5
use it in a way that changes how they work.
Everyone has the tools, however almost nobody has the method.
Up to 40% of the possible productivity gains are left on the table through weak training and integration. The method is what Shift installs.
Source: EY Work Reimagined Survey, 2025. 15,000 employees in 29 countries.
Close the gap with The Expedition.
Join the waiting list
Meet Craig
To make AI work, you need someone who understands both the industry and the tech.
Craig has worn a lot of hats in food and drink over the last 16 years, from brand-side roles at innocent and Pieminister to consulting for start-ups and multinationals, and building Cheesies from the ground up. This breadth of experience means he understands where AI can improve the way people and businesses work.
150+ sessionswith more than 30 founders and senior leaders
Those sessions cover Claude, Microsoft Copilot, Grok and more. Some wanted a daily briefing or their first agent, others a company playbook and a rollout across the whole business.
More about Craig on LinkedInThe solution
Three ways to put AI to work.
Each door is a different way in, so you start wherever fits.
Most begin with Learn, getting the leadership working with AI before rolling it out across the business.
Door 02 of 3
Build
Your company playbook, coded into AI.
We audit how your team works, fix the processes that need fixing and then automate them with AI, from audit and playbook through to agents and rollout. Poor processes get poor outputs, so improving the way you work comes first.
In practice
- Monday trading report, drafted in minutes.
- Retailer scan data into a buyer-ready category story.
- The CPI justification pack, built before the call.
- Buyer meeting prep in, follow-up actions out.
Door 03 of 3
Run
Your system, continuously improved.
A managed service that runs in the background and improves the system alongside your team, with regular audits of every agent and ongoing work on what they produce.
The Expedition · Next intake November
Your business won't go AI-first until you do.
The Expedition gives you six weeks of one-to-one coaching built entirely around your work. You get up to speed fast on your own day-to-day work, then you become the person who leads the change across the whole business.
6 weeksof tailored coaching
60 minsa week on the tasks already on your to-do list
1:1 alwaysevery session, just you and Craig
How it works
Here's the map, and how we'll work with you over the six weeks.
- 01
The briefing
You record a walkthrough of your working week, so we arrive already knowing your world and where the time goes.
- 02
Base camp
A 90-minute kick-off where we shadow your work, set the tools up properly and find your first a-ha moment.
- 03
The route
Weekly one-to-one sessions on your own tasks, with one thing to try before the next session and Craig on hand in between.
- 04
The return
You've done it yourself, so now you lead it. We build your team presentation and 90-day plan together, so you walk back in ready to take everyone with you.
What changes
By the end.
AI is only worth your money if it shows up in sales, margin and the hours you get back to grow both. That's the filter for everything we build.
You're putting AI to work while you sleep.
The tasks that come round every week start running without you, giving you the capacity of a bigger team without hiring one.
You know what's worth automating and what isn't.
Just because AI can do a task doesn't mean it should. You've identified the work that moves sales and margin, and you're pointing AI at exactly that.
AI finally sticks.
Everything is built on your own tasks, and you're using it in the business the same week it's set up.
Your team comes with you.
You leave with a clear action plan and the materials to bring the whole business with you, so it doesn't stay stuck in your head.
All of it from 7.5 hours of coaching, not a week out of the business.
Where to start
Join the waiting list for November.
Every session on The Expedition is one-to-one with Craig, and places are limited so that everyone gets the attention they need. Join the waiting list and you'll hear about the next intake before anyone else.
What you get by joining
- Early access to the dates and what each week covers.
- First refusal on a place before they go public.
- A free Claude skill, sent to you as soon as you join.
Join the waiting list
(Takes two minutes. No commitment, nothing to pay.)
Work so far
AI we've already put to work.
One-to-one Microsoft Copilot coaching for the executive team at Cranswick plc.
Leadership teams trained to work with AI at companies such as The Jolly Hog, Soba Circus and Taking the Pea, improving and automating their daily work.
An end-to-end AI rollout across Plugin Brands, from training the team to building the tools they now use.
AI category agents for The Estate Dairy, working through large volumes of retailer and market data to complete the monthly category review.
Sales agents built on The NAM.B.A frameworks, including a buyer meeting prep agent drawn straight from what the programme teaches.
Brands we've worked with
What clients say
In their words.
“Craig has an exceptional ability to simplify complex topics and make AI accessible, relevant and actionable.”
Read the full testimonialClose
“We've worked closely with Craig on our AI strategy and he's been instrumental in helping us understand both the fundamentals and the practical opportunities that AI presents for our business.
What started as a programme with the founders quickly expanded to our senior leadership team and then across the wider business as we realised just how important this capability will be for our future.
Craig has an exceptional ability to simplify complex topics and make AI accessible, relevant and actionable. Through one-to-one coaching, leadership workshops and hands-on support, he has guided us every step of the way, helping build confidence and momentum across the organisation.
His deep understanding of the FMCG sector means he can connect emerging technology with real commercial challenges and opportunities. He combines strategic thinking with a highly detailed and diligent approach, ensuring ideas are translated into practical plans that deliver value.
We're incredibly pleased to be working with Craig and would strongly recommend him to any business looking to develop its AI capability and prepare for the future. Plus he has a very strong head of hair that I’m jealous of!”
Come on The Expedition.
The next intake starts in November and places are limited. Join the waiting list and you'll be the first to see the dates.