2020: THE STORY BEGAN
Annette turned a lifelong love of honest food into Rough & Ready Whole Foods.
WHOLEFOODS,
WITH A FRESH
NEW CHAPTER.
Same honest ingredients.
Same Sussex hand-packing.
A little more colour, character
and fun.
OUR STORY, SO FAR
2021: THE COMPANY TOOK SHAPE
Officially incorporated, with a growing range carefully packed in Sussex.
2026: A FRESH CHAPTER
New ownership and new energy, with the same honest values.
WHAT’S NEXT
Better choices, brighter ideas and more good food.
THE FOUNDING STORY
GOOD FOOD,
SIMPLY DONE.
GOOD FOOD,SIMPLY DONE.
MEET ANNETTE,
OUR FOUNDER.
Rough & Ready began with Annette Wedd’s lifelong passion for food that is seasonal, natural and ethical.
A chef, food consultant and educator with more than 35 years in the food industry, Annette built the business around wholesome ingredients, careful sourcing and the belief that good food should stay honest and uncomplicated.
The name Rough & Ready describes the food at the heart of the business: wholesome, natural and honest. Annette created it with enormous help from her brother Richard, whose contribution remains an important part of the story.
READ ANNETTE’S STORY
Food ran through Annette’s family long before Rough & Ready. She grew up learning from a grandmother known for wonderful pastry and a garden full of seasonal fruit and vegetables. Those early memories, especially summer strawberries picked straight from the garden, shaped the way she thought about flavour and seasonality. Annette later passed those same cooking skills and traditions to her own daughter.
After starting catering college at 16, Annette spent 25 years working in kitchens and competing nationally. She later became a consultant in food hygiene, allergens and nutrition, then trained as a teacher and led Food Preparation and Nutrition for GCSE students.
That mix of practical skill, nutrition knowledge and genuine enthusiasm became Rough & Ready Whole Foods. Annette carefully curated the own-brand range of nuts, seeds, dried fruit, vegetables and flours around the same principle, choosing useful cupboard ingredients with quality and honesty in mind.
WHAT WE STAND FORGOOD FOOD,
GOOD FOOD,
CAREFULLY CHOSEN.
Simple ingredients, honest values and a little more joy in every cupboard.
SEASONAL
Celebrating ingredients when they are naturally at their best.
NATURAL
Wholesome food, chosen for flavour, usefulness and honest quality.
ETHICAL
Thoughtful sourcing and responsible choices wherever we can make them.
GOOD FOOD, CAREFULLY CHOSEN,
PACKED BY REAL PEOPLE.