Foodee participated in our Business Support Program and has been recognised as an outstanding entrepreneur.
Jenn Yet and Andy Loy are a food-loving couple with a passion for delectable cuisine and a love of exploring new flavours.
Together they created Foodee, authentic Asian recipes conveniently from their kitchen to yours.
Business Story
The business was born following the birth of their son, as work commitments and a new baby made their lives increasing busy. Their line of frozen Asian ready meals was not merely driven by the need for convenience, but rather by a steadfast dedication to preserving the authenticity and quality of Asian flavours.
From the leasing of a 310 m2 food production facility in January 2023 in Ridleyton their products can now be found in 50 stockists across South Australia and Victoria.
Andy and Jenn shared with us some of their business learnings and experience from participating in our Business Support Program.
Why Charles Sturt?
Foodee received a Business Support Program grant, to develop and grow their business.
Foodee opted to work with Michael Neale, of Literally Brillant, to obtain market research and business planning advice.
Jenn had discovered the grant program on the council website and had known from her professional experience that grants are always available to be found. Jenn had worked with Literally Brilliant within her role at another local business, Gelista.
Grant Outcomes
"Michael understands small business and the struggle really well. He also assisted us with our pricing model and risk management."
“Thanks to the grant program, we have a clear understanding of our brand positioning, and how we differentiate to competitions, set our 10years goal, 2 years goal, and 6 months action plan.”
“The team at the City of Charles Sturt has been very approachable, patience, and helpful. The grant has allowed Foodee to test its overall business model and to develop a clear brand promise to differentiate it from other ready meal products in the supermarket freezer. It will also allow Foodee to develop a comprehensive and risk-managed long-term plan plotting out a route towards achieving its ten-year strategic goals. If you are a new start up business like us, we strongly recommend you check out the business support program and reach out to the City of Charles Sturt.”
Award-Winning Business
Foodee was recently recognised at our City of Charles Sturt Business Recognition Awards, as the winner in the Outstanding Entrepreneur Award category.
This award recognises an individual who has demonstrated their ability to follow through with an innovative idea and turn it into a commercially successful business.
In his acceptance speech, Andy also thanked his partner in business and life, Jenn.
Advice and Learnings
We asked them what advice they had for other business owners.
"We needed to engage someone because we're husband and wife. Working with someone external was really, really helpful for us."
We look forward to seeing how Foodee can continue to grow.
Foodee is located at 22 Forster Street, Ridleyton, 5008.
You can visit the Foodee website here.
Foodee accessed our Business Support Program to receive strategic market research and business planning advice.
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Emma Grivell
Business Engagement Advisor - Urban Projects
e: egrivell@charlessturt.sa.gov.au