Overview
James Longcroft is a UK entrepreneur and family-office principal focused on disciplined, well-governed investing. A Durham chemistry graduate, he began in oil & gas before founding Choose Packaging—developer of a widely recognised paper bottle. Under James’s leadership, the company partnered with global brands, scaled manufacturing, raised private and venture capital, and was acquired by Hewlett Packard.
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Building on that operator experience, James established Longcroft Capital, a private family office and consultancy investing its own capital (not a fund). He combines investor discipline with practical operating support—advisory and NED work—to help leaders sharpen strategy, raise capital, and prepare for successful exits. His approach is evidence-based and reputation-safe: strong unit economics, clear governance, thoughtful risk, and selective exposure to innovation.
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Committed to responsible business, James mentors teams on execution and value creation—aiming for durable outcomes that align commercial performance with sensible ESG practice.
Work
A successfully exited founder, James now partners with start-ups globally, guiding founders on investment planning and business strategy to accelerate progress.
Longcroft Capital
Longcroft Capital is a private investment family office focused on backing innovative businesses with strong growth potential. With a background in successful entrepreneurship and exits, the office provides capital, strategic guidance, and long-term support, with a particular emphasis on sustainability and social impact.
Consultancy
Drawing on first-hand entrepreneurial and investment experience, the firm connects founders with the right resources and investors, helping them scale effectively while balancing commercial performance with environmental and social responsibility.
Non-Exec Director
James Longcroft is an experienced non-executive director and entrepreneur with a track record of building and exiting sustainable businesses. He advises boards on growth, fundraising, and governance, with particular expertise in aligning commercial success with environmental and social impact.
Expertise & Skills
Growth Planning & Execution.
Global Network of advisors, investors and start-ups.
Deep scientific knowledge.
Exit planning and accelerated exits.
Business set-up and management.
ESG policy, implementation and integration.
Targeting business weakness and risks.
Founder mentoring and advice.
Strategy planning.
Fund sourcing, implementation and completion.
Father of two.
Keen sailor with a huge passion for the sea.
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