James Roberts

James Roberts, the fifth generation Managing Director of Sela, has become quite a regular guest on Malcolm Boyden's BBC Radio WM shows.
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star. To the right you can see him posing with a packet sweets James gave to Matthew - these are Sela's novel sweet invention to celebrate the Millennium: Millenni Hum Bugs!

During a recent tidy-up at our premises in Thynne Street, Managing Director James Roberts discovered a dusty old diary (see below left) for the year 1927 belonging to his Great Grandfather Thomas, hidden in an old roll-top desk. Hand-written at the back of the diary were many of the recipes the Company is still using today. However, amongst these recipes was one for Herbal Tablets which James did not quite recognise.
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So, James got in touch with his flavourings suppliers to obtain a sample of this flavouring, and concocted the secret formula to give the recipe a try in the factory.

Here you see Tom with James Roberts, fifth generation member of the Roberts family to be involved in the business, trying out Sela's famous Pineapple Rock.