Prue Freeman, a former lawyer turned entrepreneur, has developed a successful chain of Australian-style cafés in London despite a challenging start. Her business, Daisy Green, which began as a street food venture in 2012, expanded to 21 locations across the city, generating £26.9 million in sales and a pre-tax profit of nearly £678,000 in the year ending April 2025. The company currently employs over 450 staff members.

Freeman grew up on a sheep farm near Ballarat, Australia, where she developed a strong work ethic and an early interest in cooking. After completing law and business degrees at Bond University in Queensland, she worked as a lawyer in Brisbane before transitioning to investment banking in Sydney with UBS. Relocated to London by UBS in 2010, Freeman became inspired to introduce a more authentic café culture, particularly the Australian emphasis on quality coffee and fresh offerings, to the city.

Daisy Green started modestly, selling frozen yogurt from a second-hand ice cream van at festivals, including the Isle of Wight music festival, where Freeman endured a difficult experience after the vehicle broke down in muddy conditions. Despite initial operational challenges, including unreliable equipment and impractical coffee trikes, the brand found its footing in late 2012 with a permanent parking spot outside the Gherkin office block in London’s financial district.

Building on that early success, Daisy Green opened its first permanent café in January 2013 in a former office near Marble Arch. The venue was distinctively decorated by street artist Shuby, featuring playful artwork and a unique atmosphere that has become a hallmark of the brand. Freeman emphasized the importance of bespoke designs for each café to create varied and inviting spaces across their locations.

Initially, customer numbers remained low, but the introduction of an Australian-style brunch helped attract both expatriates and visitors, boosting the chain’s popularity. Daisy Green’s menu expanded to include coffee, fresh sandwiches, salads, and smoked items prepared on-site.

To support growth, Freeman raised capital through crowdfunding, securing £773,000 in 2015 via Crowdcube, and later obtained a £3.4 million loan from OakNorth Bank, enabling the acquisition of additional locations and the buyout of retail shareholders. Another crowdfunding round in 2018 raised nearly £2 million, while Freeman and her husband, Tom Onions, retained majority ownership.

Not all expansions have been without controversy. The company’s recent takeover of four cafés in Hampstead Heath, managed under a City of London Corporation tender, faced opposition from some local residents and notable figures including actors Benedict Cumberbatch and James McAvoy. Freeman acknowledged the community’s emotional ties to these spaces and expressed a commitment to integrating the cafés in a way that respects local sentiment.

From her beginnings as a former investment banker experimenting with street food, Freeman has grown Daisy Green into a flourishing café brand that brings a slice of Australian café culture to London, combining innovative hospitality with a strong sense of community engagement.