FREDA PALM
Freda Palm, Empowering Women, Engineering Change and Celebrating African Food
Freda Palm is an award-winning career ambassador, founder of Hulu Consulting Ltd and a dynamic leader dedicated to driving Africa's growth efforts. With a background in Electrical Engineering and over 20 years of international experience in Strategic Programme and Project Management, Freda has honed a powerful combination of technical expertise, leadership and financial strategy to create lasting change.
Throughout her career, she has successfully managed multi-million-dollar public and private sector projects, focusing on empowering professionals and business owners, particularly women, to reach their financial goals. Her passion for supporting women in leadership is evident in her approach, combining technical acumen with empathetic leadership, guiding clients towards financial independence and success.
Beyond her professional accomplishments, Freda’s love for African food runs deep. She has co-authored two internationally published books, ‘The Science of Spice’ and‘Black Food,’ where she champions African culinary traditions and the importance of preserving food ways. Her expertise extends beyond the boardroom into the world of culture and advocacy, making her a multifaceted leader whose impact extends far beyond business.
Here, we explore Freda’s journey, learning from her experience in engineering, financial expertise and her profound connection to African food culture.
All information and links were correct at the date of original publication on
25 Jun 2025
Your background in Electrical Engineering has provided you with unique insights into how technology shapes industries. How has your engineering mindset influenced your approach to empowering leaders and entrepreneurs in today’s rapidly changing digital landscape?
My background in Electrical Engineering has profoundly shaped how I empower leaders and entrepreneurs, especially in today’s fast-evolving digital landscape. Engineering is fundamentally about solving problems and this mindset has taught me that every problem is solvable with the right tools, structure and perspective.
I often tell the entrepreneurs I support, businesses exist to solve problems. When you align your business objective around a real, tangible issue, you have an immediate market. The world today is full of complex, unmet needs and while that can feel overwhelming, it also means opportunity is everywhere. Point in any direction and you’ll find a problem worth solving. The engineering mindset helps you approach that not with panic, but with purpose.
This thinking also brings structure to innovation. I coach entrepreneurs to break down challenges, apply systems thinking and design scalable solutions, much like engineers approach technical design. I encourage them to treat their businesses as living systems, where every part is interconnected, operations, people, technology and impact. When one area improves, the whole strengthens.
The engineering world is one of constant iteration. I bring this into my work by helping leaders embrace a test-and-learn approach, use data to inform decisions and build resilience into their models. Whether it’s adopting new digital tools or reimagining how they serve their communities, I support them in making technology work for their mission. One way I’m doing this practically is through my ‘Project Management for Entrepreneurs’course, which equips founders with structured tools to turn ideas into executable, impactful action.
Ultimately, I aim to help entrepreneurs think like engineers, lead with curiosity, design with discipline and always see possibility where others see problems.
As an advocate for upskilling, especially for women in leadership, what skills do you believe are crucial for entrepreneurs to thrive in an environment increasingly driven by AI, digital technology and sustainability? How can these skills be integrated into leadership development?
When I think about upskilling, I think in terms of developing competencies, not just to meet today's demands, but to stay relevant and resilient in a fast-changing world.
Core competencies remain essential, aligning with a company’s vision and mission, building strong management behaviours and deepening technical expertise are foundational.
But beyond that, I believe the future belongs to those who cultivate meta-competencies, capabilities like futures thinking, adaptability and systems-level problem-solving. These empower leaders to anticipate disruption, explore possibilities beyond the expected and design solutions that are not only innovative but sustainable.
I often share about African culture through food and in my journey, I’ve come to realise that sustainability is deeply rooted in African heritage. Women in rural villages have long built homes from natural, locally sourced materials like mud, thatch and cow dung, practices that are resourceful, resilient and in harmony with the environment. The philosophy of Ubuntu, “I am because we are” , reminds us that community and interconnectedness are central to how we live and lead. If we truly look inward, isn’t sustainability already part of who we are?
That’s why sustainability must now be seen as a core leadership discipline, not separate from growth or innovation, but essential to both. I encourage entrepreneurs to build businesses that are resilient, environmentally conscious and socially inclusive. This means integrating circular thinking, responsible resource use and long-term impact into daily decision-making, not as an afterthought, but as a core part of their value proposition.
Technology plays a vital role in this transformation. I especially encourage women to embrace AI and digital tools as strategic partners in building inclusive, sustainable enterprises. AI enables faster data analysis, improving efficiency and reducing waste. Digital platforms open access to knowledge, networks and global markets , even for entrepreneurs in rural settings. In this sense, technology becomes both an accelerator and a societal equaliser.
This is why sustainability, digital fluency and futures thinking must be embedded in leadership development, not just as technical skills, but as a mindset shift. When we equip leaders to think boldly, act responsibly and innovate with integrity, we don’t just build stronger organisations, we build a better, more equitable world.
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Climate change and sustainability are critical topics for the future. How do you see African entrepreneurs and leaders navigating these challenges and how can upskilling in green technologies and sustainable practices support their growth?
Africa stands at a pivotal moment. My work as an African Food Changemakers Ambassador has given me a front-row seat to both the challenges and the possibilities.
From one perspective, we are energy poor. But from another, we are the greenest continent in emissions terms and we sit on 60% of the world’s uncultivated arable land.
Here is our challenge. How do we increase our share of global agricultural output , currently just 10% , while maintaining our “greenness” and safeguarding our ecosystems?
While the continent has contributed the least to global carbon emissions, it remains one of the most affected by climate change, from prolonged droughts to floods, rising temperatures and food insecurity.Yet African entrepreneurs and leaders are not merely victims of this crisis , they are some of its most powerful solution-builders.
What gives me hope is the resourcefulness and ingenuity that defines African entrepreneurship. We see informal recyclers turning waste into income, women’s cooperatives pioneering climate-smart farming and start-ups developing solar-powered irrigation or clean cooking technologies.
Many of these innovations are born out of necessity, but they are also globally relevant , low-cost, scalable and community-driven.To truly scale this impact, we must invest in upskilling, not only in green technologies like solar energy, biofuels, regenerative agriculture and circular design, but also in systems thinking and leadership behaviours. Entrepreneurs must see sustainability not as a constraint, but as a growth enabler.
Upskilling in green practices means more than technical know-how. It’s about supporting entrepreneurs to:
Understand climate risk and opportunity
Design for resilience and longevity
Tap into green finance and carbon markets
Build ethical, transparent supply chains and
Advocate for policies that enable sustainable enterprise
We also need to frame sustainability in ways that resonate locally. In many African cultures, conservation is not new, it’s embedded in indigenous knowledge systems. Practices like rotational farming, communal grazing and building with natural materials are inherently sustainable. These traditions are not outdated, they are our inheritance and they are ready to be preserved, evolved and scaled.
When we combine this cultural wisdom with access to modern green technologies and entrepreneurial education, we unlock something truly powerful, an African-led green economy that drives inclusive development, creates jobs and shapes a more climate-resilient future, not only for Africa, but for the world.
Managing large-scale projects often requires adapting to new technologies and shifting market demands. How do you help entrepreneurs and leaders adapt to these changes while maintaining a focus on long-term financial stability and growth?
Adapting to new technologies and shifting markets requires both a strategic mindset and a structured approach. In my work with entrepreneurs and leaders , especially in emerging markets , I focus on helping them build the internal capacity to respond to change without compromising their long-term financial resilience.
Firstly, I encourage leaders to adopt a dual-lens approach, think tactically in the short term, but design strategically for the long term. Every decision, whether adopting a new tool or pivoting a product, must be grounded in clear financial metrics, customer needs and alignment with the business’s core mission.
Secondly, I draw on my experience managing large-scale infrastructure projects to help them apply systems thinking. I coach entrepreneurs to view their businesses as interconnected ecosystems, where operations, finance, technology and people must work in harmony. When one part shifts, the others must adapt. This approach reduces siloed thinking and enables more agile, cohesive responses to change.
Thirdly, I introduce structured risk management practices, including scenario planning, cash flow stress testing and adaptive budgeting, so they can safely test new models while protecting their financial foundation. Innovation doesn’t have to mean instability. In fact, when done strategically, it can de-risk a business by opening new revenue streams and improving efficiency.
At Transport for London (TfL), we were constantly challenged to upgrade 160-year-old infrastructure to meet modern expectations, all within tight physical and time constraints.
We didn’t rebuild the entire network overnight, we enhanced it, one improvement at a time, often juggling multiple projects simultaneously. That mindset, continuous, practical innovation, is exactly what I instill in the leaders I support today.
I also advocate for smart, purposeful technology adoption. It’s not about following trends, it’s about using tools that align with business goals, enhance productivity and create measurable impact. For some, that might mean using AI to uncover customer insights. For others, it’s digitising manual operations or embracing mobile payments to expand access.
I often remind entrepreneurs that mobile money is one of Africa’s greatest success stories , a technology developed for Africans, by Africans. What a powerful way to connect rural farmers directly with their earnings, creating both dignity and opportunity.
Finally, I help entrepreneurs build a culture of learning, where change is anticipated, data is embraced and progress is consistently measured. When change-readiness is embedded into the DNA of a business, growth doesn’t just become possible, it becomes inevitable.
AI and digital transformation are reshaping industries across the globe. How do you see these technologies impacting the business landscape in Africa, particularly for women entrepreneurs and what steps can they take to stay ahead of the curve?
AI and digital transformation are not just reshaping industries globally, they’re redefining what’s possible, especially for Africa’s entrepreneurs. For women in particular, these technologies offer a powerful opportunity to leapfrog traditional barriers, from market access to financing and visibility.
In Africa, where mobile connectivity has already transformed sectors like fintech, agriculture and health, AI is emerging as the next big equaliser. It enables entrepreneurs to analyse customer data, personalise services, predict trends, automate repetitive tasks and scale efficiently, even with lean teams and limited capital.
For women entrepreneurs, this means they can:
·Streamline operations through automation tools like Zapier, Trello or Airtable to manage inventory, accounting and client follow-ups.
·Leverage AI-powered branding and content creation tools such as Canva’s AI design features, ChatGPT for copywriting or Lumen5 for video content, without needing a full marketing agency.
·Access market intelligence and customer insights with platforms like Google Analytics, HubSpot CRM or AI-powered data tools like Tableau and Power BI.
·Tap into global networks and platforms, often from rural or underserved communities, using social media and e-commerce tools integrated with AI, like Shopify’s AI-powered marketing apps or Facebook Business Suite.
But staying ahead of the curve isn’t just about the tools , it’s about the mindset.
I encourage women to:
·Develop digital confidence, Start small by exploring no-code platforms like Bubble or Airtable, AI assistants like ChatGPT and dashboards that simplify business insights.
Invest in digital literacy, Skills like data analysis, cybersecurity and e-commerce are now essential to business resilience.
·Join tech communities, Peer learning, mentorship and digital communities provide not only knowledge but also visibility and support.
·Use technology with purpose, The best use of AI is one that enhances your mission and makes your business more human, not less.
I always remind entrepreneurs, you don’t have to become a tech expert , you just need to become tech-empowered and stay connected.
There are countless networks doing incredible work in this space. I’m proud to be part of some of them, including AWEC, African Food Changemakers, Catalyst Now, 1230 Women and the National Black Women’s Network. These platforms bring community, learning and opportunity right to your fingertips.
With the right support, African women are uniquely positioned to design inclusive, sustainable, tech-enabled solutions , ones that meet local needs and shape the future of global markets.
You’ve co-authored The Science of Spice and Black Food, where you celebrate African culinary traditions. How do you envision blending African food culture with the growing digital economy and sustainable practices to foster new business opportunities and preserve cultural heritage?
African food culture is deeply rooted in community, tradition and sustainability. Through ‘The Science of Spice’ and ‘Black Food,’ I’ve seen how food connects us to our heritage and opens doors to future opportunities. It was my own digital footprint that led to those opportunities.
By blending this rich culinary tradition with the digital economy, entrepreneurs can share authentic stories, sell indigenous products globally and access new markets through platforms like Zoom and Shopify.
I’ve personally delivered live online cooking classes to over 100 people across the U.S. via Zoom. Platforms like Gumroad, integrated with my blog, have also allowed me to sell digital products directly. African food brings something uniquely valuable to the digital economy and its history showcases how innovative our ancestors were, creating new dishes from newly introduced ingredients.
Sustainability is already embedded in many African food practices, from seasonal eating to zero-waste cooking. Since moving to Zimbabwe, I’ve seen how community generosity sustains households, one week it’s a box of mangoes, another, tomatoes. But the recent drought has challenged that flow, reminding us how fragile food systems can be.
By combining indigenous wisdom with digital tools, like AI to reduce food waste and enhance supply chain traceability, we can build responsible, resilient food businesses.This fusion not only preserves our culture, it drives inclusive growth, enabling African food entrepreneurs to scale sustainably while honouring tradition and embracing the future.
Looking ahead, with the rise of AI, sustainability demands and rapid technological advancements, what do you think is the next big frontier for women entrepreneurs in Africa? What role do you see your work playing in preparing them for the challenges and opportunities of tomorrow?
The next big frontier for women entrepreneurs in Africa lies at the intersection of technology, sustainability and inclusive innovation. As AI and digital tools reshape industries and sustainability becomes essential, African women are uniquely positioned to lead solutions that are both locally grounded and globally relevant.
I believe the future belongs to those who can blend traditional wisdom with modern tools and African women are already doing this. For example, women make up 40–60% of the agricultural labour force across the continent. From climate-smart farming, including solar-powered implements, to AI-enabled commerce, the next wave of opportunity lies in building businesses that are digitally enabled, socially conscious and environmentally resilient.
My work supports this transformation in three ways:
Building confidence in tech, I demystify AI and digital tools, helping women see them not as abstract trends but as practical tools to scale their impact.
Embedding sustainability into leadership, I encourage leaders to treat sustainability not as a trend, but as a mindset, one already deeply rooted in African culture , driving smarter decisions, long-term value and resilience.
Bridging systems thinking and entrepreneurship. Drawing on my background in engineering and project management, I help women build businesses that function as agile, interconnected systems.
Through coaching, storytelling and capacity-building, I aim to shape a generation of African women entrepreneurs who are not just prepared for the future , they’re helping to define it.
You’ve co-authored The Science of Spice and Black Food, where you celebrate African culinary traditions. How do you envision blending African food culture with the growing digital economy and sustainable practices to foster new business opportunities and preserve cultural heritage?
During my research for the 2022 Oxford Food Symposium panel I presented at, I came across a reference to how dietary habits are often impermeable to change (A.H. Walle, 1997), especially those rooted in cultural foodways. That insight has stayed with reminder of our shared history. It’s well documented that many Afro-Haitians were trafficked from among the Ewe, Yoruba, BaKongo and Fon peoples. Perhaps someone in Haiti today has roots in a small fishing village called Ada, along Ghana's southeast coast, my ancestral home. Maybe we are family, separated by oceans, battles and centuries. Wouldn't that be worth everything to rediscover?
As for how women can use food as a tool for empowerment, I believe knowing who you are, where you come from and the legacy carried in your culture gives you undeniable strength. When you understand your roots, you can sit at any table, anywhere in the world, knowing you belong. No one else can measure your journey or limit where you’re going. So I say to women everywhere, take up space. Bring your culture, your food, your story and sit proudly at the table of your choosing.me because food is often the one thread connecting people to their roots, even when everything else feels lost or fragmented.
I sometimes wish I spoke my mother's and father's tongues fluently, because language carries so many hidden clues about where we come from. Yet even without full fluency, food remains a living language I can hold onto.
Throughout your journey as a leader, engineer and entrepreneur, what books have profoundly shaped your mindset and approach to success? How have these books influenced your perspective on leadership, innovation and overcoming challenges?"
As for books that have shaped me, one that left a lasting impression is The Goal by Eliyahu M. Goldratt. Though written 40 years ago, it remains a powerful management novel that makes process thinking accessible far beyond engineering.
By weaving concepts like the Theory of Constraints into a relatable human story, Goldratt shows how any business can improve performance through clarity and systems thinking. I frequently draw on these ideas in my Project Management for Entrepreneurs course, because whether you're running a start-up or a large enterprise, understanding how to optimise processes is key to lasting success.
More recently, I’ve been drawn to The Prosperity Paradox by Clayton Christensen. Even the synopsis resonated with me deeply , it reimagines how innovation, not just aid, can drive sustainable development in emerging markets. The idea that market-creating innovations can unlock prosperity from within, rather than being imposed from the outsidealigns perfectly with how I view my work, using innovation to restore dignity, expand opportunity and build inclusive, resilient economies.
Looking ahead, what’s next for you and Hulu Consulting? Are there any new projects or initiatives you’re excited about that will continue to support women’s financial growth and leadership in Africa?
We entered 2025 feeling the shockwaves from the sudden exit of US-funded development programmes. You can only imagine what that does to a consultant trying to break into a market where so much funding has traditionally depended on external aid. The human impact has been devastating, in famine-stricken areas, I’ve seen pregnant women walking 10 to 20km just to access food packages or antenatal care. While we remain grateful for the positive contributions aid has made, its sudden withdrawal left me reflecting deeply on what real, lasting impact looks like.
I’ve come to believe you don’t have to be wealthy to make a difference and impact isn’t measured by the thousands, sometimes, changing one life is enough to create a ripple effect. Hulu Consulting is here to drive that kind of impact, targeted, meaningful and built to last, by leveraging every skill set we have, with technology as our greatest partner.
Just recently, I received an unexpected early-morning phone call from the founder of an African identity forum where I often share bold, thought-provoking views. I braced for criticism, but instead, she said “please don’t stop what you’re doing. It’s making an impact, even if you don’t always see it.” That reminder fuelled my resolve.
What’s next?
I’m about to participate in the Community Champions Initiative by the African Women Entrepreneurship Cooperative (AWEC), a 3-day deep dive into root-cause systems change to help women transition from survival-mode to thriving, sustainable businesses. The best part? I’ll be replicating these lessons across e-commerce, agribusiness and energy sectors, with a goal to reach 500 women by the end of the year, most of it delivered for free, thanks to the scalability that technology offers.
Mo Ibrahim said it best “Africa can make it with the help of technology.” So yes, foreign aid may be pulling back, but at Hulu Consulting, we believe it’s Africa’s turn to lead, with technology, innovation and a commitment to building from within
You have to admit Freda has truly exemplified the power of merging engineering, leadership and entrepreneurship to create meaningful change in both business and community.
Through her work with Hulu Consulting, her advocacy for upskilling women in leadership and her deep connection to African food culture, Freda is shaping a future where women can thrive financially, culturally and sustainably. Her ability to break down barriers, empower others and lead with both purpose and pragmatism makes her a beacon of hope and a force for innovation.
As she continues to inspire entrepreneurs and leaders across the globe, her commitment to legacy building and sustainability will no doubt leave a lasting impact on generations to come.
For more information or to connect with Freda, you can reach her at:
Freda’s LinkedIn Profile: https://www.linkedin.com/in/freda-palm-muyambo-054b1725
Hulu Consulting
Instagram: https://www.instagram.com/huluconsulting/
Facebook: https://www.facebook.com/people/huluconsulting/61559447820235
For Foodies - My Burnt Orange
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TikTok: https://www.tiktok.com/@myburntorange
For Fashionistas – Vicky Oh!
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Facebook: https://www.facebook.com/people/VickyOhi/61557150307988/