Join Ashley Davis, Chief Commercial Officer, as she narrates COOK Trading’s evolution into a beloved brand
Based in Sittingbourne, Kent COOK Trading (COOK) is a manufacturer and retailer of frozen ready meals founded in 1997. Its meals and puddings have garnered scores of Great Taste Awards and can be found in hundreds of independent shops all over the UK. Ashley Davis, Chief Commercial Officer, introduces us to the company’s charming history.
“COOK’s journey began in 1997 when Ed Perry and Dale Penfold opened a shop in Farnham, Surrey, selling frozen meals handmade in an old pizza kitchen. The business is now run by Ed and his sister, Rosie Brown, who are co-CEOs. Dale, the original chef, retired a few years ago. Ed and Rosie credit their mother, Anne, as the inspiration behind COOK. When they were growing up, Anne would batch cook meals at the weekend and freeze portions in ice cream tubs, enabling the family to enjoy a homemade dinner during the week when there was little time to cook from scratch. Ed and Rosie’s parents went on to open a few coffee shops and a successful bakery that sold frozen handmade cakes. Seeing how home baking could be done at scale and remembering his mother’s ice cream tubs, Ed figured the same must be possible for savory meals. 
“COOK was launched in 1997 with the founding statement: to cook using the same ingredients and techniques a good cook would use at home, so everything looks and tastes homemade. This dedication to quality transcends the meals we sell, as Ed and Rosie have fostered a company culture that values respect for employees, suppliers, and the environment. From sourcing responsibly to treating team members with dignity, their commitment to doing things differently is evident across every aspect of the business. At COOK, we are not only focused on providing a convenient solution to dinner but also on building a brand that feels like family, respects tradition, and champions the communities it serves. In an era where convenience often sacrifices quality, we set out to show that frozen food can be delicious, ethical, and made with love.”
Over 27 years later, COOK has blossomed from a small family-founded business into a trusted, nationwide brand with 105 stores across England, Wales, and Scotland. Ashley tells us more about the company’s approach to product development. “Our best-selling meals, including classics like Lasagne Al Forno, Chicken Ham & Leek Pie and Classic Fish Pie, have earned a devoted following. Each meal is crafted with care, staying true to our belief that frozen food should taste homemade, wholesome, and be free from compromises. We have a dedicated food team working alongside the chefs in our kitchens, developing over 60 new products a year from home kitchen classics to new categories such as pasta sauces and our takeaway ranges. Over the years, we have gained a strong understanding of our customer base, which we leverage to fine-tune our new launches as well as relying on customer trends and insights,” she reveals.
Product innovation
COOK has a busy calendar of new product launches, says Ashley: “Recently, we introduced frozen sauces as a more versatile product, and we are focusing on further innovation in this space. We are always looking to expand and improve existing ranges, too. Recent launches that have become customer favorites include our Parmesan Chicken and Korean-Spiced Shredded Beef. In November 2024, we unveiled two exciting new Indian dishes in our takeaway range, Chicken Balti and Lamb Biryani, and revamped our Indian sides selection, introducing restaurant classics like Dhal Makhani, Gunpowder Potatoes and Aloo Gobi.”
Recognizing the crucial role its supply partners play in enabling the creation of its products, COOK is committed to fostering close relationships with them. “Instead of constantly switching suppliers in search of the lowest price, we build long-term relationships based on trust and mutual commitment to quality and standards. By nurturing these partnerships, we help our supply partners grow and develop alongside us, promoting stability and continuity in our supply chain. Furthermore, we strive to support local suppliers and farmers by sourcing ingredients locally whenever possible. Through this approach, we not only support smaller businesses but also reduce the environmental impact of long-distance transportation. Working with local and regional suppliers also empowers us to strengthen community ties and contribute to the local economy.
“We are known for treating our suppliers fairly, with respect and integrity, in line with our overall ethos of running a responsible and ethical business. Suppliers are partners in our mission, and our practices ensure that they are treated as such, rather than mere links in a chain. Just like we do with our team, we look after our suppliers, offering them discounts in our stores. Additionally, we place a strong emphasis on transparency and collaboration, fostering open communication. This collaboration helps them understand our standards and expectations, creating a more cohesive and mutually beneficial partnership,” Ashley continues.
Community commitment
As part of its efforts to make a lasting positive impact in its local communities, COOK has developed an award-winning program to break down barriers to employment, called RAW Talent (RAW). “At COOK, we have always known that doing good business involves much more than just turning a profit for shareholders. Our goal is to leave our communities and the planet a little better than we found them, whenever possible. Through RAW, which stands for Ready And Working, we aim to support people into work who might otherwise struggle to get and keep a job. This includes individuals who have a criminal conviction, or who are dealing with addiction, homelessness, neurodivergence, or long-term unemployment. So far, we have welcomed 230 people and counting to COOK via our RAW program. Each one of them represents a family and a community whose lives are transformed by being able to work. The program has a huge impact on our local community, as purposeful work has been shown to dramatically reduce reoffending and improve mental health.”
Complementing its support for the local community is COOK’s steadfast commitment to environmental and societal responsibility. “As a founding B Corp, we strive to create positive impacts for our people, communities, and the environment. To that end, we are a certified living wage employer fostering enriching and inclusive workplaces where everyone can thrive. In our communities, we donate about 100,000 meals annually to local charitable partners who connect people through food. Our vision for the environment is a food system where food is grown, made, and enjoyed without costing the Earth. Additionally, we are focusing on higher animal welfare, reducing our carbon footprint, minimizing food waste, and partnering with nature-friendly suppliers,” Ashley says.
Memorable meals
With the festive season fast approaching, COOK has launched some spectacular new entertaining products. “Christmas is a key trading period for us, and we work throughout the year to curate our Christmas range, keeping the classics and adding innovative twists. This year, we launched some delicious alternatives to our turkey range, such as a Rib of British Beef with homemade stuffing and port and redcurrant gravy, and Cornish Monkfish wrapped in dry-cured ham. With the popularity of nostalgic flavors, we introduced a cherry Bakewell pavlova in our desserts range and upgraded our sides range with new items like shredded Brussels sprouts with buttered leeks as well as maple and thyme roast parsnips,” Ashley ends.
For COOK, frozen food is about blending culinary tradition, community values, and a commitment to ethical, high-quality products to bring people together over memorable meals.