Alexander joined the Westmorland family in 2002 to set up the two Farmshops at Tebay and Taste foodhall at Rheged. His biggest challenge to date has been to select the Farmshop products that will be stocked at Gloucester Services. His most unusual challenge one Christmas, was to transform a large garden shed at Rheged into a magical home for Santa. He hand baked gingerbread tiles to cover all the walls and covered the doors and windows in liquorice allsorts and flumps.
He lives in Morland with wife Julia and four children. He can either be found enjoying live streaming from the ROH at Rheged, or tending his allotment in the village.