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James Middleton on why he wants Boomf be taken seriously in business'I'm Wonka-in-Chief': James Middleton takes us on a tour of his marshmallow factory and reveals all on his struggle to be taken seriously as a businessman

James Middleton, the brother-in-law to a future king, is trying to cut his way as an entrepreneur. His firm Boomf sells marshmallows printed with personal messages or photos. But it's not his job title which undercuts his business gravitas. It's more probably that of his sister Kate - Duchess of Cambridge. And headlines focus on his private life dating TV celebrity Donna Air (inset) or even his beard. He reveals his frustration and success.

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