James said: “I’m delighted to become an ambassador for Coup de Pates and recognise that these are exciting times for a brand with incredible products and such heritage, now operating within the vibrant professional kitchens of the UK.

“Having worked my way up in some of those very kitchens, I know the challenges, which is why I didn’t hesitate when Coup de Pates showed me their plans to work more closely with young UK Chefs.

“To see young, talented people go on to reach their full potential is something I truly relish, while being given the chance to create and develop new products is one of the things a chef loves doing the most! I can’t wait to get started.”  

A principal supplier in France for a quarter of a century, Coup de Pates launched in the UK at the beginning of 2014 with a proposition of super high-end frozen bakery and handmade semi-prepared products, created for professionals.