Dan Cluderay started his career in telecoms engineering and became self-employed in 2001.

Starting off as a market trader he used his tech background to understand what products sold at each market and built a computer program for buying and productivity.

Expanding the business, he moved from market trader to wholesaler and in 2008 took his business online.

Since then approvedfood.co.uk has become a market leader in online discount food and drink and last year shipped over 9.6 million items in the UK and Europe, with more than 250,000 registered customers.

He is as much a market trader as he is a software developer.