James Averdieck (born November 1965) is a British entrepreneur, the founder of the dessert manufacturer Gü and the Coconut Collaborative.

Averdieck was born in November 1965.^[1] His father was the owner of a textile business.^[2] His grandfather also had his own business.^[3] He has a twin brother Ed, managing director of Nokia Music and an older brother Will, who is an inventor.^[3]

He was educated at Uppingham School,^[4] and received a bachelor's degree in economics from Durham University in 1988.^[5][6]

Averdieck worked for the food companies Safeway and St Ivel for ten years.^[4] He founded Gü in 2003, and in 2010 sold it to Noble Foods for £32.5 million.^[7]

In 2014, he bought a majority stake in Bessant and Drury, a small dairy-free ice cream company, which he rebranded as the Coconut Collaborative. The company produces ice cream and other desserts using coconut milk or almond milk instead of dairy.^[8][9] Its products are produced and sold in the United Kingdom, France, Germany, New Zealand and the United States.^[8][10]

Averdieck married Annie Geddes in 1993, with whom he has two children.^[3][4][11] He married Charlotte Knight on 6 December 2018 at St. Margaret, Kilmersdon, Somerset, England.^[12]