About

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Hey, howzit going?

I’m a father, entrepreneur, author and speaker.

This site is dedicated to my thoughts in my complicated brain. My friend Louis told me once, “writing is technology for sharpening your focus”. Apparently he overheard this in a coffee shop (Louis is that creepy guy that listens in on conversations in public places). Anyway, so, there it is. This site is pretty much the repository for my musings. If you like it, and want to hear more from me, I write a Tuesday newsletter, most Tuesdays, and oversee a Thursday newsletter from my entrepreneur education business, called Heavy Chef.

This is my bio:

Fred Roed is the Founder and CEO of Heavy Chef Pty Ltd, which is a community platform for entrepreneurs. The name ‘Heavy Chef’ comes from the saying never trust a skinny chef and aims to celebrate the ‘people that eat their own food’. Heavy Chef is a learning platform for entrepreneurs, offering regular learning experiences during the day and the most popular monthly leadership and tech events in South Africa in the evenings.

Heavy Chef partners include Discovery, Yoco, Xero, CueAV, Bolt, Payfast, WWC, Whipping The Cat, Backsberg, Sir Fruit and Vida. Roed’s first book The Heavy Chef Guide To Starting A Business In South Africa was launched in 2018 and became a bestseller on Amazon. Fred is also the co-founder of the Heavy Chef Foundation, aimed at providing funding for high potential emerging entrepreneurs, and is the co-founder and former CEO of digital transformation agency World Wide Creative, with clients such as Hyundai, Jaguar / Land Rover, City of Cape Town, Rand Merchant Bank, Vodafone, Virgin Mobile and The Foschini Group.

Fred is a recognised public speaker and consultant. Fred is obsessed with brand strategy and digital media - with side habits of pizza, Hawaiian shirts, movies, craft beer and fine wine. 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. Fred is also pretty sure he saw Elvis once, at the Pick n’ Pay in Tableview.

These are some of my milestones:

  • 2003: Co-founder, Creative Director & CEO, World Wide Creative.

  • 2005: Co-founder, the Heavy Chef initiative.

  • 2009: Co-founder, World Wide Creative, Johannesburg.

  • 2013: Appointed Head of Agencies at the IAB South Africa.

  • 2015: Launched digital industry-focused print magazine: The Heavy Chef Quarterly Review.

  • 2015: Awarded “Best Individual Contribution to the Digital Industry” in the 2015 IAB / Bookmark Awards.

  • 2015: Listed in Fast Company’s ‘Top 100 Creative People in Business’.

  • 2015: Quietly closes digital industry-focused print magazine: The Heavy Chef Quarterly Review. Licks wounds in the corner.

  • 2016: Registered Heavy Chef Pty Ltd as a separate entity to WWC. Resigns as CEO of WWC, and takes up the position of CEO of Heavy Chef.

  • 2017: Launched Heavy Chef, an education platform that aims to provide learning experiences for entrepreneurs.

  • 2018: Wrote and launched the book, The Heavy Chef Guide To Starting A Business In South Africa

  • 2019: Launched the Heavy Chef Foundation, aimed at providing education for emerging entrepreneurs.

Want me to speak at your event?

Good thinking! I’m cheaper and better looking than Malcolm Gladwell, Yuval Harari and Gary V.

I can also MC like a pro, juggle like a circus clown, sing like an angel, solve complex equations and dance like John Travolta.

Just kidding. I can’t juggle.

Book me at speaking@heavychef.com

 

My Life, Instafied: