Name: Frida Redknapp
Job title: Founder & CEO
Company: Frood
What was your first job? I actually started modelling when I was three years old, but my first “proper” job was working in the small grocery store my sister and her husband owned. I was 13 and spent six days a week behind the till all summer.
Before that, at 12, a friend and I delivered advertising leaflets every weekend to save up for a holiday. My mum always made sure we worked if we wanted something, teaching us to contribute rather than expect everything to be handed to us. Looking back, I’m incredibly grateful because it gave me a strong work ethic from a very young age.
What’s been your worst job interview? I can’t really say I’ve had one. From the age of 15, I was modelling abroad and spent countless days going to castings where rejection was simply part of the job. You quickly learn not to take it personally. It made me resilient from a very young age and taught me that every “no” gets you one step closer to the right opportunity.
What was the first album you bought? Walthamstow by East 17. It definitely takes me back to my younger years and reminds me just how powerful music is at bringing back memories.
“Every ‘no’ gets you one step closer to the right opportunity”
How do you describe your job to your friends? My sixth baby. Building a business takes an incredible amount of time, energy and love, so it genuinely feels like another member of the family.
What is the most rewarding part of your job? Creating and innovating new products is what excites me most. Taking an idea from concept to something people can buy and enjoy is incredibly rewarding. I also feel very lucky to meet so many inspiring people who share a passion for changing the way we think about food.
What is the least rewarding part? Manufacturing delays and the inevitable hiccups that come with bringing products to market. They’re rarely glamorous, but they’re all part of building a business and they definitely teach you patience and resilience.
What is your motto in life? Stay grounded and be curious. I think staying humble while always asking questions, learning and looking for better ways to do things has been one of the biggest drivers of both my personal life and my career.
If you were allowed one dream perk, what would it be? A world-class R&D kitchen where I could spend my days creating, testing and bringing new product ideas to life.
Do you have any phobias? Snakes. Definitely snakes!
If you could change one thing in grocery, what would it be? I’d get rid of all the junk and ultra-processed products. We need to make genuinely nutritious food more accessible, and I don’t think many of these products should even be allowed to be called food.
What luxury would you have on a desert island? A never-ending supply of fresh ingredients and a proper kitchen to cook in.
What animal most reflects your personality? A cat. Curious, independent and always exploring, but happiest at home with my family.
What’s your favourite film and why? Dirty Dancing. I watched it a million times when I was younger, and I still love the music today. It’s one of those films that never gets old and always brings back happy memories.
What has been the most embarrassing moment in your life? Too many to choose from! I think you’ve got to be able to laugh at yourself.
Which celebrity would you most like to work with and why? Martha Stewart. I’d love just one hour with her to understand how she built such an iconic business and enduring brand. She’s created an incredible legacy, and I think there would be so much to learn from her.
What would your death row meal be? A huge bowl of spaghetti bolognese with lots of parmesan, followed by a large glass of really good red wine. You can’t beat simple, comforting food done well.
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