Equipment boss stars on TV’s The Apprentice

A member of the catering equipment community is bidding to draw on all his commercial skills in an effort to go into business with Alan Sugar.

Azhar Siddique was this week revealed as one of 16 contestants trying to impress the multimillionaire tycoon in the latest series of hit TV show The Apprentice.

Siddique is the founder and managing director of UK Equipment Direct, which supplies a range of catering equipment and refrigeration solutions.

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The business is based in Manchester, where it operates a large showroom.

33-year-old Siddique is an HSBC Business Award winner and MEN Business of the Year finalist. He also made it into a list of the UK’s top 100 start-ups, which said that UK Equipment Direct was now making sales of more than £9m a year.

In an audition video for The Apprentice, Siddique said he has “a lot of commercial awareness and can pinpoint opportunities and flaws very, very quickly”. He also described himself as having the “flexibility and versatility” to operate in a number of different environments.

You can view Siddique’s audition here.

The Apprentice is shown on BBC1 each Wednesday at 9pm.

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