Brand stories, product copy, and origin pieces for food and drink producers — written by someone who’s spent thirty years on the other side of the pass.
Send me one product description. I’ll rewrite it for free.
Thirty years in professional kitchens taught me that the best ingredients do the work for you. The same is true of words.
I write for food and drink producers who care about their product but haven’t found the right language for it yet. The kind of people who can tell you everything about their process but struggle to put it on a label or a landing page.
I understand your product from the inside. The early mornings. The margins. The difference between something made properly and something made to a price. That understanding is in every sentence.
I also write a weekly newsletter about food, flavour, and the craft of getting it right. Read it here.
Real product descriptions from real producers. Their current copy on the left. My rewrite on the right. Same product. Different words. Different feeling.
Orchard Ghost — Cumbria, UK
Apple first. Bramley-tart, almost sweet, with a dark pull of molasses underneath. You think you know where this is going. You don’t.
The ghost chilli doesn’t arrive — it builds. Somewhere around the third second it turns the corner and the heat is just there, filling your whole mouth, fragrant and insistent and not leaving anytime soon.
This is a Cumbrian sauce. Made in small batches with Bhut Jolokia chillies, cane molasses, and apple. No extract. No shortcuts. The kind of heat that earns your attention instead of demanding it.
Stir it through mayo. Put it on chips. Or just eat it off a spoon and count the seconds.
#003 Signature Blend — Cornwall, UK
Three origins. Tanzania for the smoke. Ethiopia for the fruit. Brazil for the body. Genevieve roasts them light enough that you can still taste where they grew.
The fig hits first — not fresh fig, the dark sticky kind you find in a Christmas cake. Then chocolate, quiet and rounded, with a walnut finish that sits on the back of the tongue and doesn’t rush off.
This is the blend Peter and Mandy serve when they want to stop a conversation. It works in a cafetiere. It works in a V60. It works when you just need the house to smell right on a Sunday morning.
Marmalade — Niagara-on-the-Lake, Canada
In 1927, Mabel Greaves bought a crate of cheap oranges and used her mother-in-law’s recipe. She made marmalade in a little brick house in Niagara-on-the-Lake and sold it from the front room at 55 Queen Street.
Nearly a hundred years later, the marmalade is still hand-stirred in open kettles. No pectin. No preservatives. Just fruit and sugar and time. David Greaves, the last of the family, still visits to make sure it’s right.
Some things don’t need improving. They just need someone to keep doing them properly.
Organic & Natural Wines — Summerland, BC
In 2006, Rick Thrussell bought a dead peach orchard on a hillside above Okanagan Lake. No vines. No winery. No guarantee the soil would give him anything back.
He planted French rootstock and never sprayed a single synthetic chemical. Not once. Not in a bad year. His wife Toby grows wildflowers between the rows for the bees that keep the whole thing breathing.
The winery runs on solar. The label says what most producers won’t: nothing added, nothing removed.
A man bought dead ground and brought it back to life. The wine is the proof.
Brewpub & Bottle Shop — Toronto, ON
In 2012, Luke Pestl and Mike Clark left Amsterdam Brewing, bought an auto shop on Ossington Avenue, and started making beer. Toronto’s craft scene barely existed. You could count the independent breweries on one hand.
Thirteen years and 634 unique beers later, people drive from Montreal for bottle releases. Jelly King — a dry-hopped sour that shouldn’t work but does — accounts for thirty percent of everything they brew.
The kitchen started in a space their head chef calls a shoebox. The food that came out of it had no right being that good.
Bellwoods doesn’t tell you it changed Toronto’s beer scene. It just did.
Farmhouse Ales & Saisons — Firle, East Sussex, UK
Mark Tranter spent seventeen years at Dark Star. Co-founded it, essentially. Built it into the most respected brewery in Sussex. Then he walked away.
He found a barn at the foot of the South Downs in a village called Firle. He commissioned the first new coolship in a British brewery since the 1930s. He picks elderflowers from the hedgerows for his saisons. He plays bass in a punk band.
Burning Sky doesn’t chase trends. It brews farmhouse ales in a barn in the middle of nowhere, and the beer world comes to it.
The beers do the talking. Someone just needed to write it down.
Craft Beer & The Funk Lab — Burlington, ON
John Romano was selling aerospace components and burning out. His brother Peter wasn’t doing much better. They opened a U-Brew in Burlington because they needed to make something with their hands again. Italian-Canadian family. Farm roots. The kind of people who can’t sit still.
The U-Brew got boring. So they built a proper brewery and named it after John’s kids — Nick and Brook.
Twenty years later, Nickel Brook runs Canada’s first dedicated sour beer facility — the Funk Lab. Over four hundred barrels aging at any given time. Whisky, wine, gin, tequila. The kind of patience you can’t fake and can’t rush.
Two brothers who needed to stop selling someone else’s product and start making their own. The beer was always the point.
The first thing you learn about honey is that it lies to you. That squeeze-bottle stuff in the plastic bear. It told you honey was sweet. Simple. One note. It lied.
Most hot sauce is a dare. A performance. Something you survive and brag about. That’s not food. That’s ego in a bottle.
The first coffee you ever loved was terrible. Instant, probably. You didn’t love the coffee. You loved what happened around the coffee.
These are fictional brands, written as portfolio samples. Click any card to read the full piece.
Origin narratives that tell your story the way it deserves to be told. For your website, your pitch deck, your packaging.
Descriptions that make people taste it before they buy it. Written by someone who actually understands what’s in the bottle.
Menus that sell without shouting. Dish descriptions, tasting menus, wine lists — language that does the food justice.
For wines, spirits, coffee, honey, olive oil — precise sensory language from someone who’s trained their palate for thirty years.
The words on the jar, the bottle, the box. Short-form writing that earns its space and makes someone pick your product up twice.
Every page of your site, written with the same care you put into your product. From homepage to checkout.
Welcome series, launch campaigns, and subscriber nurture. Your voice, your story, delivered to their inbox.
Ongoing content that sounds like you, not like a marketing department. Instagram captions, Substack posts, seasonal campaigns.
Pick one product description from your website. Paste it below or send me the link. I’ll rewrite it and send it back. No charge. No strings. No follow-up you didn’t ask for.
If the rewrite works, we talk. If it doesn’t, you’ve lost nothing.