About Us

We love seeing how a place does food. Its favourite dishes. Peculiar ways of preparation. The everyday staples bought in a supermarket or wet market.And these routines travel. As foods and their meanings cross borders, local food culture evolves. It’s changing day by day. Always has.Tracking this evolution is our preoccupation. Our craft.
We inhabit the places where food culture is formed. Products and shelves, restaurants and menus, kitchens and dining rooms.We observe what happens when new food and ways of doing food travel. We watch as it seeks to establish a home not just in a single market, but across many. We follow its journey as it engages with different cultural narratives, lifestyles, identities, and tribes. Layers and layers of insight connect until cultural flow becomes visible to us. And to you.While others take a snapshot of where things are today, we track the movement — what came before, what’s moving now, and where it’s heading. And we bring these threads together in service of a larger dream: the vitality of our food system, lands, and communities.

Jesse Hsu

Food and Sustainability | Design Ethnography

Jesse walks into a shop and notices everything at once. The pace, the mood, the colours, the organisation, the lighting.The character of the customers. What feels imported and from where. What feels off and why. What’s unique to this place and nowhere else.He has lived and worked in Tokyo, Brighton, Sydney, and Honolulu. His work asks how people actually encounter food and sustainability in real environments —what makes sustainable food routines the default choice. He has researched food product development, restaurant spaces, urban agriculture, and community food initiatives, always asking the same question: what happens when good ideas try to scale? Get in Touch Curious about whether our work fits your context?

Yimei Chuah

Developmental Psychology | Health & Well-being

Yimei walks into a store and tunes in to the human landscape. The way people navigate space together - who rushes and who lingers. How people choose products with certainty, hesitation, and care. The negotiations taking place between people and products.Yimei is a developmental psychology researcher based in Auckland. She investigates how children and adults connect with food, the meaning it carries, and its impacts on identity, wellbeing and sustainability - including how one's early experiences shape the nature of adults' engagement with new foods and food environments. Her work is grounded in Māori and Pāsifika ways of understanding people, food, and community.