With a passion for physical health, especially football and running, James joined Bite Back to help young people build a healthier, more fulfilling relationship with the food system. "It should be an even playing field. Each city's children should not have disproportionate access to nutritious food," says the Liverpool-based activist. "Starting university, it feels like I have more contact hours with junk food companies than I do my lecturers. From freshers' fair freebies to leaflets piled at my door, I still feel the cycle of constant manipulation."