Flora Cowie

Team EA

“Flora is efficiency personified; she is hyper-organised and thrives on busyness, all whilst maintaining an outer calm and personability that gives constant reassurance that everything will fall into place. If True were the mafia, Flora would be the ‘Fixer’ — if you want something done, she’s your woman.” — Owen Eddershaw

Flora Cowie


Before joining True, Flora worked as a PA at an award-winning and international architectural practice. Outside of True, Flora is a fitness devotee, a qualified power yoga teacher and a personal trainer.

meet Flora

Why did you choose True?

I chose True because it is innovative and progressive. The company is allowing me to move into the direction of growth that I want, on a professional and personal level. I feel that I can express my unique self within the business and that my opinions are heard.

How would you describe your job to a five-year-old?

I help a team of brilliant people with whatever they need, so they can do their job better.

What do you love most — and least — about your job?

I love that I am surrounded by a team of people who are ambitious, but an incredibly friendly bunch. I get annoyed that I can’t be involved in everything!

Name an idea or company that reimagined a business or industry — one you wish you’d thought of.

Crosstown Doughnuts. They have reimagined the vegan doughnut scene for me. One time I ran 15k from Richmond to South Bank just to pick one (or several) up! I think their brand and image is really strong and I’m excited to see what they’ll do next.

Which person or people helped shape and inspire who you are today?

There have been a vast number of people throughout my life that have inspired and influenced me. My top priority in life is to connect with as many people as possible, and to learn from their stories. I think listening and discussing are the biggest educators.

true cv

Flora’s expertise at True:

In her short time with True, Flora has supported the Innovation team in arranging key Partner events including the Q-Commerce Spotlight and True’s Team Gathering in October.

With Flora’s background in the architecture world it was a no-brainer that she would also get her hands stuck into True House.

True stories featuring Flora


Q-Commerce: our quick takeaways on a rapidly evolving sector

Not a day seems to go by that a New ‘Quick’ grocery operator doesn't raise funds - launching in a new country or forming a new partnership. In just the past few weeks Berlin-based Gorillas has raised $1bn, and launched a partnership with Tesco.

view story


Events, Reimagined

This October, our team was finally able to meet in person for a few fun-filled days of getting to know each other — and our new brand — a little better.

view story

relevant people

Poppy Ritchie

Senior Executive Assistant & Community Manager

“Poppy is first-class — I feel respected, listened to, and most importantly supported when I work with her. She has everybody‘s best interests at heart.”

Poppy Ritchie

Mike Tattersall

Managing Director, Innovation and CCO

“Mike is one of those rare people who can inspire, educate and drive a team whilst being a kind, humorous and empathetic leader. He creates an environment that encourages communication and collaboration in a way that makes you want to work hard and show up every day!”

Mike Tattersall