From growing up on a farm in Devon to running a chain of upmarket kebab restaurants, Sam & Elliot Day are two brothers on a mission to rebrand the frozen meal aisle with their latest venture, FieldGoods. Born in 2021, they deliver a range of frozen meals to your door or local farm shop store. Slow cooked beef chilli, cauliflower butter masala, sustainable fish pie - their menu is a winner for those looking for good quality, taste-filled convenience. Take them out of the freezer, 7 mins in the microwave and off you go. But this high margin business isn't just nice food and plain sailing. It's fast becoming a highly competitive space. From Cook who pioneered the space 23 years ago, to Charlie Bighams who changed the ready meal game, the category is hotting up with brands like Potage, By Ruby & AllPlants trying to capture market share with their DTC offering. The big question is - in this burgeoning market, do FieldGoods have the secret recipe for success? In this episode we talk about their foodie origins, their fundraising efforts and the trends driving this new market.