Q & A with Jessica Higgins, Co Founder of Freja

What do you love most about the brand you’ve created?  

With Freja, we have made something that is both truly nutritious and incredibly tasty. It sounds like a major cliche, but I’ve always wanted to start a business that aligned with my values. Helping people avoid ultra processed food (we call them ‘frankenfoods’) and enabling them to get better nutrition in their lives is something I feel passionate about. 

Have you always wanted to work in this industry? 

I’ve always wanted to start my own business and I developed a passion for health and wellness from my early 20s.  Being a lawyer for 15 years really helped give me a solid basis for hard work and attention to detail, but nothing prepared me for what it is like to run a consumer brand!

What are you most proud of?

Freja helps people feel better every day.  I love reading the 1000s of reviews we’ve had from Freja customers who use bone broth for a whole range of reasons; from improving their gut health, to losing weight or to help build muscle/support joint health.  

What advice would you give to someone keen to start a business but unsure where to begin?

Try and find a business partner with who shares your vision, mission and values, but provides a complementary set of skills.  My husband Ed is my co-founder and he is great at sales & marketing, whereas I am product & operations, so we both have our strengths and can support each other.

Who is one of your biggest inspirations – either professionally or personally? 

My mum, she’s always worked so hard as a lawyer, but made sure she was present for me and my sister.  I am trying to do the same whilst running Freja with 4 children. In fact, all working mums inspire me.  It’s bloody hard!

If you could attribute your success to anyone who gave you your big break? 

It was finding the right manufacturing partner so early on, we were very lucky (it did take a lot of research!)  We had such specific requirements for the bone broth recipe and the packaging format, as well as exacting standards for sourcing and sustainability, and they were able to meet those needs.

What’s the hardest thing about your job?

Juggling the million and one things that crop up 365 days a week 24 hours a day! So the result is that you can never truly switch off.  However, as I love what I do, I consider myself very lucky. 

Which part of your job do you most enjoy? 

Genuinely all of it. But working with an amazing team of people who all love Freja and believe in the business creates a very positive environment. 

Do you find it easy to balance work and play?

I have definitely got better at finding some kind of balance.  Running a business like this is all encompassing and therefore it is hard to take time out.  On the plus side I haven’t had Sunday night blues for a long time as I love what I do.