Frederieke Bloem

Copain, named after the French word for 'friend,' is renowned for its expressive collaborations in fashion, design, and culinary arts. Specialising in tailor-made experiences, Copain crafts original food concepts that emphasize companionship of food and moments. Led by culinary creative Frederieke Bloem, the multidisciplinary team brings vegetable-forward, inspired dishes to life through food installations and intimate gatherings designed to be shared.

30 Jul 2024

Lodia Sebit

Hi Frederieke, can you tell us a bit about yourself and how your passion for cooking developed?

I grew up on a farm near Rotterdam. Surrounded by my parents garden full of vegetables, my passion for cooking started at this young age. My love for sports led me to study sports and nutrition, shaping my approach to discipline and food composition. On the farm, my parents hosted dinners, sometimes renting the space to caterers, which exposed me to the art of table setting and connecting with people.

While studying sports, I took a skiing course in Switzerland to improve my French. Later, I moved to the south of France to further immerse myself more in this culture. There, I met people from diverse backgrounds and realised that food is a universal connection, not just for the wealthy but for everyone. My time in France highlighted the cultural importance in other countries, contrasting with the lesser emphasis placed on it in the Netherlands. Food plays a significant role in daily life and social interactions.

Biography

Founder of the culinary creative space, Copain. Raised on a farm close to Rotterdam, now based in Amsterdam, with an adventurous stint in Switzerland and France. Frederieke’s enriched experiences continuously pave the way for her culinary ventures of shared dining through Copain.

What's your first memory of food from a young age, and did that drive you into this industry?

My passion for this industry stems from my childhood on the farm, where we enjoyed simple shared meals like barbecues and big plates of garden vegetables. I loved being surrounded by people, and those memories of joy, togetherness, and shared moments are something I truly cherish.

Would you say that is how Copain came about?

Yes, Copain reflects the idea of "sharing bread," symbolising companionship and the shared enjoyment of food and moments. The name, derived from the French word for "friend," emphasises the importance of togetherness and connection.

During the pandemic, a friend from Paris started hosting large dinner parties at her home, collaborating with artists and designers. What began as casual gatherings for friends evolved into events for the fashion industry and other creative companies. I still call her for advice and support, and sometimes I long for the simplicity of those early days.

How did you learn how to cook?

I've worked as a waitress in various settings, from Michelin-star restaurants to McDonald's. In France, I set up tables and cleaned villas in Cannes, learning something new at every job. My background in sports, where discipline was key, pushed me to work hard in catering. Discipline runs in the family - my dad is a world rowing cup rower.

Do you draw a lot of inspiration from your friends from South America and your time living in France?

Yes and no, connecting through food & music is important to me. But my cuisine is modern, I focus on flavours and techniques from the modern cuisine and seasonal ingredients. I also work with a forager, "Spruitje Greens," who supplies herbs and flowers that take the dishes to another level.

Can you recall your first big catering experience?

I can't remember exactly, but it involved a lot of personalised details, like making tablecloths and flower arrangements. Every event is different and tailored to the client's needs.

You mentioned that you wanted to make these experiences more accessible. How do you manage that in this industry?

That’s why I’m opening a restaurant, to make my food more accessible to friends, the community, and others who can experience it firsthand. It’s also a chance for me to take a breath, as managing large projects can be intense and sometimes detracts from the joy of cooking and connecting with people.

Can you tell us more about why you feel that way?

Sometimes I wonder, "What am I doing?" I often find myself crying in bed because the hard work is overwhelming. I get a lot of support from my family, boyfriend and friends though. Despite the challenges, I wouldn't change a thing, I truly love what I do. Building my brand has felt like a battle, from deciding whether to invest in kitchen equipment to questioning if this is what I want to do for the rest of my life.

When you have those questions of why you're doing it, where do you tend to get your inspiration?

I love the process of connecting food with people. I’m passionate about collaborating with those in fashion, design, art, and the food industry. There’s a fine line between these fields, and I see opportunities to work with artists and designers, all while weaving food into the storytelling. That’s the direction I want to pursue.

So you're redefining what food and art can be together?

Yes, I’m trying to make it work. For example, my restaurant space is 200 m² of concrete with a 7.20 m high ceiling, which allows for exciting collaborations with light artists and creatives. However, all these elements come with a price. I’m considering seeking sponsors and finding ways to make it more accessible.

Would you see it as two separate entities or one big thing?

I think I would see them working together. If I can get it [the restuarant] sponsored, I can make it more accessible. For example, I worked with Oatly once, and they allowed me to invite all my friends for free. It was amazing because my friends could finally experience what I do.

You seem to care a lot about including your community and making your events accessible to regular people, and not only influencers.

I prefer to reach people who are genuinely interested in a beautiful experience but may not have the means for it. For an opening party, I want to invite all my friends and their connections, as it feels more fun and authentic that way.

How do you manage being part of an industry that you sometimes criticise?

It's challenging. My boyfriend is anti-Instagram, so we work to balance our personal lives and work. I have a friend who helps with content creation, and I try to avoid being on my phone constantly. When working on projects like the restaurant, it's tough not to just replicate what others are doing. I strive to find inspiration in unique ways, focusing on colours and patterns rather than copying entire looks.

What do you want your space to say when people enter?

I struggle with that because I like fancy stuff, but my favourite places are more relaxed and casual. I want to make it accessible but also unique. It's hard to find that balance in a grey, concrete space. I'm trying to use colour and wood to make it warm and inviting without being boring.

Does your boyfriend help you with these projects?

Yes, but we make sure to separate work from personal life. We handle practical aspects like installations and systems during work hours and focus on our relationship outside of that. But it’s hard because he is also the architect working with his partner for the restaurant.

What are some of the practical challenges you've faced while building this project?

It’s mostly about managing logistics, installations, and systems to ensure everything is both practical and aesthetically pleasing.

You've come a long way since 2020. Are you proud of what you've accomplished?

Yes, but sometimes it’s hard to see because I’m often stressed and focused on the next thing. It’s a long journey, but I’m excited about the future. I’m proud of what I’ve built with my team so far, and I’m eager to share it with everyone. It’s been a lot of hard work, and I look forward to what’s next.

Do you have one dinner in particular that stands out to you?

One of my most memorable dinners was for Jill Kortleve, a model from Amsterdam who is now very known. I love how she stays true to herself and posts humorous things like French fries and frikandellen on her socials. She asked me to cater her birthday, and she wanted a table set up in the middle of cars at a Volvo dealership. It was a fun and creative project, but challenging especially when the electricity went out after the first course. My two chefs looked to me for guidance, and since the theme was murder and mystery, the blackout actually worked to our advantage.

We set up a round table on an auto lift, surrounded by dry ice for dramatic steam, and served charcoal cocktails with a dark black colour to match the theme. My mom collected branches from the forest, which we adorned with draping red flowers by Rae Blooms. It was both surreal and exciting. I hope one of my future birthday parties will be just cool as I did for her!

What has been the most challenging part of your journey so far?

The biggest challenges are managing highly personalised client requests. Previously, I made mood boards before finalising the budget, but now I need to understand what they really want me to do for them.

I visit the location, meet the team, create a detailed list, and rent necessary items for themed projects. Setting up, cleaning, and transporting dishes is time consuming, and catering logistics are complex, as it differ from a restaurant's straightforward menu.

Currently, I have a house full of ingredients, kitchen equipment, tablecloths, and glassware. I look forward to having a dedicated space to streamline operations, rather than renting kitchens and carrying heavy items without a lift.

That sounds incredibly challenging. How do you manage all that?

It’s really tough. I now focus only on big projects, because small ones aren’t worth the effort, as I don't have a set space where I can work from. It’s about quality over quantity. Despite the hard work, I love what I do and am very excited about the future.

What would you say is your best advice to people who want to start something for themselves and are very creative?

That's a big question! My advice is to be yourself. Many people try to please others instead of staying true to their vision, which often leads to dissatisfaction. For instance, if aspiring chefs focus solely on cooking for influencers or seeking fame, they’re likely to end up unhappy. Set small, achievable goals that lead you toward your larger aspirations. When I started, I wasn’t aiming to cook for big brands, it happened as I showcased my work.

Being genuine and passionate about what you love is always better than chasing what you think others will like. Authenticity is key to achieving the career, income, and connections you want. Stay true to yourself and keep it real.

It's challenging for me as well, since I’m involved in “food curating.” You can easily fall into the comparison trap, especially in a place like Amsterdam. However, I find inspiration in my colleagues’ work and stay grounded with the support of friends and family. It's important to seek inspiration beyond social media.

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