Jayne began her working life as a creative at M&S food, before migrating to various London agencies. In 2008, she founded The Collaborators, a design agency specialising in food and drink. In the past, she's worked with household brands such as Percy Pig, Lurpak Spreadable, Hovis Best of Both, Mars Celebrations, Quaker Oats So Simple & Magnum. Jayne now concentrates her efforts on helping start ups and fledging food brands. She is the founder and chief exec of The Seed Fund - a philanthropic project that runs an annual competition to find the next up and coming food producers. Past winners include Bird and Wild, Let Them Eat & Yuyo (ex Tea Tonics).