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.
The Healthy Business Show is a business podcast that tells the stories of South Africa’s compelling business personalities. Launched earlier this year, the idea behind the podcast was to unveil the behaviours and habits behind healthy businesses. Since the first episode aired in April, the podcast has become one of the most downloaded business podcasts in South Africa. Yesterday, Heavy Chef received the news that The Healthy Business Show is a finalist in the International Content Marketing Awards to be held in London on the 26 November.
Craig Rodney is in a unique position of being both an influencer and a consultant on influencer strategy. In this interview for the Heavy Chef Show, brought to you by Xero Cloud Accounting, Rodney talks candidly about his doubts and pessimism around this trendy topic and provides some rock-solid advice for anyone aiming to use influencer marketing to grow their brand value.
Mo Flava is one of the biggest names in the South African communication and entertainment sector. A Metro FM radio host and music DJ, Mo speaks to millions of people through his show and through his own social channels. Mo is a true influencer. Here he speaks to Heavy Chef CEO Fred Roed about the importance of remaining authentic to oneself and the organic path that he’s chosen to take on his journey into influence.
South African comedian Riaad Moosa talks to Fred Roed about leaving a career in medicine for his instinctual drive to pursue stand-up comedy. Riaad shares some laughs with Fred as he talks about how that instinct has now developed into a focused career with the goal of combining both his passions in a powerful way. Riaad shares his approach to his work, to social media and talks about his movie, Material. His latest experience with Netflix also brought about valuable lessons about connecting with people, becoming better at what you do, and scaling your personal brand.
Employing the right people is crucial for business success. In this week’s episode, Fred Roed talks to industrial relations and wellness experts about how to take care of your best asset while running your business. Get to know what fosters loyalty, attracts talent and how to create an inclusive culture. As you reach targets, it’s important not to lose focus of the people you employ. The discussion highlights mental wellbeing in the workplace and points out experts to guide you. The lesson? Be sure to make employee wellbeing part of your business goals for greater success.
Businesses are prone to all kinds of liabilities, from theft and fire to load shedding and road accidents – but InsureTech can protect your assets, clients, employees and revenue in a worst-case scenario. Fred Roed speaks to Robin Burgess, Technical Manager at Discovery Business Insurance about how sophisticated, granular tech information is being used to reduce business risks and to make tailored insurance a seamless part of your business.
There are five new viruses or pieces of malware set loose on the internet every second of the day. Small businesses are especially vulnerable to cybercrime. Fred Roed chats to Charl Ueckermann, CEO of AVeS Cyber Security, about ‘black hat hackers’ and ‘white hat hackers” and their roles.
Inspirational Springbok Captain Siya Kolisi visited one of Heavy Chef's most entrepreneurial community members, Sikelela Dibela, at his vibrant coffee shop in the heart of Khayelitsha. Siki's makes one of the best brews in the Western Cape, and his shop is constantly filled with local entrepreneurs, artisans and creatives who love the combination of wifi and silky smooth cappuccinos. Heavy Chef CEO Fred Roed and Heavy Chef Project Manager Siyabonga Mbaba spoke to Kolisi about his leadership experience and some of the most salient lessons he's learned along his incredible journey.
Don’t lose your livelihood over a tweet! This week Fred Roed gets to hear about the many risks of social media as he chats to Emma Sadleir, Africa’s leading social media law expert. They keep the conversation real and Fred even exposes what he terms the “underbelly” of social media. Get all the facts you need from this candid talk, filled with trends among teenagers and real-life examples to protect the reputation of your business in a digital world.
Heavy Chef, in partnership with Discovery Insure, is launching a series of events pitched at enriching the ecosystem of activities and learning experiences for South African entrepreneurs, deepening intellectual support to this critically important community. Discovery co-founders Adrian Gore and Barry Swartzberg will share their experiences of starting a business, the associated trials and tribulations, and their personal views on what it takes to succeed.