California Prune Board Ambassador Peter Sidwell, is a chef, baker, TV presenter, author, and innovator of all things food related. Peter has been a chef all his working life and over the years has developed a simple, fresh and innovative way of cooking which focuses on the importance of fine ingredients and technical know-how to ensure the best results. Peter has travelled the world cooking, talking and demonstrating his approach and explaining how and why it works so well for all manner of food offerings. Peter works both with chefs, consumers, food producers and retailers to innovate, create process or refine procurement. Working from his new innovation centre in England's beautiful Lake District, Peter and his team create exciting, attractive and mouth-watering new recipes with digital content, showcasing the delicious flavour and versatility of California Prunes.