Fred Roed, Biography

Heavy Chef Founder, CEO, Author, Speaker, Entrepreneur. 

After selling the business to Saratoga Software, Fred took a short sabbatical before registering Heavy Chef, which gets its name from the saying never trust a skinny chef. Through entrepreneur events, workshops and tours, Heavy Chef aims to inspire its members to start new projects and then empower them to succeed. 

Fred Roed was Head of Agencies at the IAB SA (Interactive Advertising Bureau SA) between 2013 and 2016, and was awarded “Best Individual Contribution to the South African Digital Industry” in the 2015 Bookmark Awards held at the Turbine Hall in Johannesburg. Fast Company Magazine named Fred as one of The Top 100 Creative People In Business 2015. 

In 2018, Fred wrote and published The Heavy Chef Guide To Starting A Business In South Africa, a practical guide to succeeding at startups.

Fred is a recognised public speaker and authority on entrepeneurship in Africa. 


Fred Roed is the founder and CEO of Heavy Chef (Pty) Ltd, a platform that offers learning experiences for entrepreneurs

Born in Johannesburg 1974 to Danish parents Borge and Dorthe Roed, Fred was raised in a privileged upbringing in Cape Town during the Apartheid years in South Africa. After completing his National Diploma in Graphic Design at Cape Peninsula University of Technology, Fred studied further in Copenhagen, Denmark. After living, studying and working in Europe for three years, Fred decided to return to South Africa in 1999, to be involved in the reformation of the country of his birth. 

Fred's first business, a social venture aimed at early childhood development, was a failure and landed him in severe debt in his mid-twenties. Fred started his second business at the start of the digital era in South Africa. Acting as CEO of digital agency World Wide Creative from 2003 to 20016, Fred and his business partners Mike Perk and Louis Janse van Rensburg built one of South Africa's foremost digital firms. 

To book Fred as a public speaker, click here. To purchase The Heavy Chef Guide To Starting A Business In South Africa, click here

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