As the founder of Pleese, a leading frozen dessert company, Joe Moruzzi has a keen eye for business success. The brand thrived on Dragons' Den in 2018, positively received by the four expert judges - however, with his knowledge of business, he turned down the judges' offer and ventured independently. The decision turned out to be brand defining. As a pioneer of his industry, Joe’s story involves blood, sweat and tears to make the brand become what it is today. It’s certainly one to be admired in the current climate. Joe talks about testing times, including when he pivoted the business essentially starting again, when he took on the tough task of re-branding and exploring a new business direction. This is a man that takes calculated risks, but as we learn in today’s episode, it doesn't always come up tasting so sweet and full of goodness. Lets see what this incredible man in business has got to say for himself…