The chief organiser of the Standon Calling festival has been jailed or two and a half years for defrauding supermarket giant Tesco.
Alex Trenchard was found guilty of theft and one offence of fraud by false representation at Aylesbury Crown Court.
The eldest son of Hugh 3rd Viscount Trenchard and heir to the title, Trenchard joined Tesco as a graduate trainee in 2002.
He climbed the ranks until he was appointed corporate affairs manager, which enabled him access to a company credit card with a £6,000 limit.
It was with this and his annual £70,000 salary that Trenchard tried to bankroll the Standon Calling festival after it got into financial difficulties, reports the Herts And Essex Observer.
Trenchard's debt to Tesco has been paid by his parents.
Standon Calling takes place in the grounds of his family's country home, 16th-century Standon Lordship. This year's event is due to take place from August 11-14.
For more information about Standon Calling and all this summer's festivals, check out the Gigwise Festival Guide.
Standon Calling In Pictures
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