Our Story

The original idea behind Fry’s was to find a way to make nutritious products for our family who are all passionate about plant-based diets.  Back when we started in 1991 most people thought we were crazy. “Plants that look and taste like meat, made in your kitchen!?” Okay, maybe we were crazy, but with passion and determination, great things can happen.  Now, a few decades on, the fully fledged second generation family business, a larger family (and a few grandchildren), we wanted to bring you some more amazingly good tasting plant-based foods, which will leave you feeling good!

We still make our food for our family, it is just now a lot bigger, so join us and you can enjoy tasty food that is better for you and the planet.

From our kitchen to yours. With love from the Fry Family.

Meet the Fry's

Wally and Debbie started the company but their family has grown as the business has grown. The company is still owned and run by the Fry family with all three Fry daughters being involved and the grandchildren… our chief food testers. Find out more about the family below.

Wally Fry

Co-Founder, CEO, Philanthropist, Yogi, and keen kite-surfer

Debbie Fry

Co-Founder, Mother, Grandmother, and born vegetarian

Tammy Fry Kelly

International Marketing Director, Oldest daughter, Animal Advocate, and 5th Black belt for Karate.

Richard Kelly

Former Director, Surfer, father of two and Crossfitter

Hayley Richardson

Technical Director and world traveller

Shaun Richardson

Exports Director, and Crossfitter

Stacey Steinbach

Packaging Technologist, Youngest Daughter, and New mom