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Fred Soneya is a seasoned entrepreneur and industry leader with extensive experience in eCommerce and technology. As Co-Founder and General Partner of Haatch since 2013, Fred has focused on supporting entrepreneurs through operator-led investments. Prior to Haatch, Fred was a founding team member and Board Director at Elevaate, where strategic efforts led to a successful acquisition by Quotient Technology Inc., yielding substantial returns for investors. Fred's career also includes significant roles at Wm Morrison Supermarkets Plc, where innovative eCommerce initiatives were implemented, and at Kiddicare, during which groundbreaking technology projects garnered over 45 industry awards. Fred's educational background includes attendance at Hinchingbrooke Secondary School and Houghton Primary School.