In Season 2, Episode 12, Simon talks to Tom. Tom Mercer is the Founder of MOMA Foods, a London oat brand. Frustrated with the lack of quality breakfast on the market Tom decided to leave his job in the City and do something about it. MOMA was a genuine grassroots start-up – the first kitchen was under a railway arch in South London and the first retail outlet was a stall (made from a converted filing cabinet) in Waterloo station. MOMA is now the go-to premium porridge brand in the UK, the #1 bircher muesli brand, and a fast-growing player in burgeoning oat milk market Tom is from a farming family in Staffordshire, read Natural Sciences at Cambridge, and prior to MOMA worked as a management consultant for Bain & Co. In his personal life Tom is a proud husband and dad.