The food "baddies" are those containing saturated fats and include biscuits, cakes, pastries, red meat, cheese and butter.
Also, offal (liver & kidneys) and prawns are very high in cholesterol.
Soluble fibre in foods can reduce cholesterol and can be found in fruit, vegetables, beans and oats.
Foods containing plant sterols can also reduce cholesterol and can be found in Benecol and Flora Pro Active.
As he is fit (good on him!) he should easily be able to reduce his cholesterol level to 5 or below by tweaking his diet.