We have a network of over 30 advisors and supporters that are co-ordinated and supported in delivering

Pineapple's Purpose by our core team

Andy Dewis

Growth Strategy


Andy has 16 years' experience of launching, buying, scaling and selling sustainable businesses. He leads part of the Energy and Sustainability Services unit of Schneider Electric and advises on a number of boards tackling sustainability issues across Europe, including Global Responsible Business Development Council, European Emissions Trading Group and the Centre for Business Innovation.


Andy helped to start Pineapple in 2016, after the disbandment of another social purpose business, out of a passion to solve the UN's Sustainable Development Goals by creating more social purpose businesses.

Paul White

Finance Strategy & Management


Paul 15 years' experience of working in high-level finance roles where he led the transformation growth of Opus Energy to manage financial risk, improve processes and technology for the group. This resulted in an increased turnover over 10 years to £610m from £70m. He set up his own finance consultancy, White Finance, to offer his extensive financial, analytical, management and business development skills to a broader range of businesses, including Summit Therapeutics.


Paul is instrumental in helping Pineapple's start-up portfolio businesses to understand and build their financial models and accounting processes.

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We help to drive organisational change for good, at every stage of business growth.

Camilla Lovell-Hoare

Legal Regulation & Compliance


Camilla has extensive expertise in business regulatory affairs, corporate and IP law, family law, biochemistry and pharmacovigilance - with particular emphasis on litigation and complex financial negotiation. She was an Associate at Penningtons Manches LLP and Senior Regulatory Officer for Chiltern International.


Camilla offers Pineapple portfolio businesses legal, risk and regulatory frameworks that are applicable to all business sectors - but has made the choice to use her skills for the benefit social purpose business.

Alexandra Dewis

Marketing Strategy & Communications


Alexandra has 12 years' experience in marketing, branding, PR and event management, with expertise in B2B and B2C start-ups and corporates. She's run popular annual events for Hammerson Plc at The Oracle Shopping Centre in Reading and founded a national industry award-winning sustainable clothing company, Alexandra Vintage.


As a non-executive member the board of trustees of Jelly arts charity and a trustee on the board of Reading Rep, Alexandra supports and advises on events, marketing and building key relationships with Reading's local community.

Catherine Chan

Operations & Development Support


Catherine graduated from University of Reading with a degree in Geography and a passion for sustainability. She completed an internship project with Alexandra Vintage to develop Poly, a sustainable clothing concept.

She joined Pineapple in 2017 to help set up the company and support all aspects of developing the business.

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