Wayne is Associate Professor in Food Insights and Sustainability, at the National Centre for Food Manufacturing, University of Lincoln. Wayne has delivered sustainability research since 1998, starting out as an agronomist for Levington Agriculture he has worked at CSIRO Australia, the EC Joint Research Centre and the OECD Paris. He leads the Food Insights and Sustainability Research agenda at NCFM, working with food and beverage manufacturers so that we can align practice and business with climate neutral actions and the UN Sustainable Development Goals. He frequently publishes thought leading articles in mainstream media with readership reaching half a million readers on subjects as diverse as what happens when we do not eat meat, why are avocados so controversial, is blockchain trustworthy and many others. This all supports an active strategy of publishing peer review in high impact journals with the NCFM team and the FIS network. He is a Fellow of the IFST, a science champion for nutrition for the STFC Food+ Network which all support Early Career Researchers. The portfolio of research and commercial activity he leads constantly delivers transformative food system research that is focussed on developing Digital Twins for Consumption, using AI/selection algorithms to develop formulations and projecting the impact of New Product Development strategies.