Prue Freeman, a former lawyer turned entrepreneur, has built a successful cafe empire in London after overcoming early challenges, including an unusual experience sleeping overnight in a cow mascot suit inside a broken-down ice cream van at the Isle of Wight music festival. This event in 2012 marked the early days of her street food business, Daisy Green, which initially sold frozen yoghurt and has since expanded into a popular Australian-style cafe chain.

Freeman, 45, launched Daisy Green with a £3,000 investment in a second-hand ice cream van adorned with Smurf illustrations. The van, however, was unreliable and often broke down, requiring assistance from the AA to be rescued several times. Despite selling only £1,200 worth of stock at the festival, she persevered and gradually grew the brand.

Originally from a sheep farm near Ballarat, Australia, Freeman’s upbringing was rooted in rural life, where she balanced farm duties with cooking elaborate meals for her family’s sheep shearing crews. The memory of her late brother Timmy, who died in a car accident at 19 and inspired her with his vision of building a farming empire, continues to motivate her. She named one of her restaurants, Timmy Green, in his honor.

Freeman studied law and business at Bond University on Australia's Gold Coast, completing a five-year degree in three years. She worked as a lawyer in Brisbane before moving into investment banking with UBS in Sydney. Relocated to London in 2010, she met her husband, Tom Onions, and identified a gap in the London market for quality coffee and fresh, substantial meals, an experience contrasting with Australian cafe culture.

Choosing to leave investment banking, Freeman started Daisy Green as a street food venture to avoid high rent costs. The brand expanded from the ice cream van to coffee trikes, then secured a permanent site outside the Gherkin office building in London in October 2012—a turning point for the business. The first brick-and-mortar Daisy Green cafe opened in January 2013 near Marble Arch, notably decorated by street artist Shuby, setting a precedent for distinctive, artistically decorated venues.

The Marble Arch location initially struggled to attract more than 50 customers a day but gained momentum after introducing an Australian-style brunch, drawing both Australians living in London and travelers. Subsequent growth included a temporary site at Broadgate Circle, where the company refined a signature coffee blend described as “quite chocolatey and not too acidic.” Daisy Green now operates 21 cafes across London, employing over 450 staff.

Financial backing has come from a mix of crowdfunding and loans. Freeman raised £773,000 from the Crowdcube platform in 2015 and a £3.4 million loan from OakNorth bank in 2017 to expand locations and consolidate ownership. Another crowdfunding round in 2018 raised nearly £2 million, but since then Freeman and Onions have maintained majority control.

The company’s recent expansion has not been without controversy. When Daisy Green took over four cafes in Hampstead Heath under a City of London Corporation tender, some local residents, including actors Benedict Cumberbatch and James McAvoy, voiced opposition. Freeman acknowledged the emotional ties locals have to these sites and expressed a commitment to integrating the cafes thoughtfully into the communities they serve.

Daisy Green reported sales of £26.9 million and a pre-tax profit of nearly £678,000 for the year ending April 27, 2025, reflecting steady growth from its modest beginnings. Freeman continues to emphasize innovation in design and menu offerings as key elements in maintaining the brand’s appeal and expanding its market presence.