Celebrating 15 years of Foxes Den

15 Years Around the Table

Foxes Den turns 15

On 1 September 2011, the doors opened to our first Foxes Den store in Elwood.

There were ten salads piled high at the front, free-range roast chickens, abundant roast vegetables and a team with a very clear idea of the kind of food we wanted to make.

We wanted food that was good for you without feeling like health food.

Food that was generous.

Interesting.

Full of flavour.

And convenient enough to become part of everyday life.

Fifteen years later, a lot has changed.

But that hasn't.

From one neighbourhood...

Elwood was home.

It was where we learnt what people loved, experimented with recipes and began building the food philosophy that still sits underneath Foxes Den today.

One store eventually became four.

And for years, Foxes Den was a place people came to.

Then people started asking us to bring Foxes Den to them.

A local grocer became our first wholesale customer. More retailers followed. In 2019, wholesale officially became a new chapter for the business.

...to hundreds of neighbourhoods

That chapter eventually transformed Foxes Den.

Today, rather than operating our own stores, we partner with more than 500 premium retailers, alongside home delivery.

The scale has changed.

The kitchen has changed.

The range has changed.

But our obsession with making convenient food genuinely worth eating hasn't.

The current Foxes Den range still puts flavour first while focusing on natural, nutrient-dense ingredients and premium cooking methods.

The chapters that tested us

Fifteen years of business isn't fifteen years of highlights.

There have been hard years too.

COVID was one of them.

At the beginning of 2020, we had no idea what the future held. Our stores were deeply affected, wholesale initially declined and the business we'd spent years building suddenly felt incredibly vulnerable.

But it also became a period of enormous change.

We developed our meal range.

Customers responded.

And gradually we realised Foxes Den was becoming something new.

The transition from our own stores to a wholesale and home-delivery business took years, but it allowed Foxes Den to reach more people than we ever could from four shopfronts.

The people behind the Den

And this is the part we most want to celebrate.

Because Foxes Den hasn't been built by a logo.

It's been built by people.

The cooks.

The chefs.

The kitchen hands.

The drivers.

The packers.

The product team.

The sales team.

The operations team.

The people answering customer emails.

The people getting orders out when everything seems to be going wrong.

Our suppliers.

Our retail partners.

Our families.

And all the people who have been part of Foxes Den at some point during these fifteen years.

This milestone belongs to them too.

And then there is you

There is one group without whom none of this exists.

Our customers.

Some of you remember Elwood.

Some found us through one of our other stores.

Some picked up a salad from one of our first wholesale partners.

Others discovered Foxes Den only last week.

You have eaten our food at work.

Fed it to your families.

Taken it to training.

Had it for dinner when you couldn't face cooking.

Recommended it to friends.

Sent us messages.

Told us what you love—and occasionally what you don't.

And you've allowed Foxes Den to become a small part of your everyday lives.

That means more to us than any number on a spreadsheet ever could.

Fifteen years later

Today Foxes Den talks about Fast Foodies: people who love good food but live full lives, and refuse to believe one should require compromising the other. It's a contemporary expression of a belief that has been there since the beginning.

We want to keep raising expectations of what convenient food can be.

More flavour.

Better ingredients.

More interesting recipes.

Food made with care.

And food that gives you a little more time for everything else in your life.

So on our 15th birthday, we want to say something very simple.

Thank you.

For eating with us.

For working with us.

For growing with us.

For believing in us.

For challenging us.

And for giving Foxes Den a place at your table.

Fifteen years down.

And we're only getting started.