We care about food

and the people who eat it



Join Us


Our mission



We're not ashamed to say we love food. Eating it, cooking it, growing it, taking photos of it (have a look at our Instagram -- it's foodie heaven). Passion drives our mission to make food supply chains safer. We don't like hearing stories of people sickened by tainted ingredients, unhygienic food handling, poor cooking practices, supply chain deficiencies ... nor, do we like hearing of producers who are wrongly accused or who receive information too late to prevent further issues or harm. Sumfood believes that by working with you to make food safer, we'll all make the world a better place.



Data science is a dry term for a fascinating subject. While our technological age produces daunting amounts of data, there are ways of grouping data into manageable sets. From there we can discover trends and truths about food safety and transparency, cases of food borne illness and outbreaks -- topics of interest to those of us who, you know, eat food. Plus, crowdsourcing will help us get a jump on potentially harmful outbreaks and teach us what questions people are asking about food -- especially when you reach out to us right here.



We considered words like 'enlightenment' and 'wisdom' for the third piece of our logo but settled on 'insight' -- it's a bit less pompous, but perfectly appropriate. Truth is, our food industry expertise and data science/crowdsourcing resources make us a formidable provider of real-time insights into an industry weighed down by bureaucratic complexity, ever-shifting politics and profit-driven producers. In a world of increasingly murky affiliations Sumfood is proudly 100% independent.

Our Team

We're small. Multi-talented.
Impatient.

Latest News



  • The most wasteful time of year

    Posted on Dec 12, 2018

    Is it time to revisit our traditions if those traditions are now punctuated by unsustainable food related behaviours?

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  • Festive season food waste - animated

    Posted on Dec 12, 2018

    By the numbers it would seem that the festive season is also the wasteful season. Is it time to rethink how we celebrate?

    Read More


  • Will science save us? Part 1

    Posted on Dec 10, 2018

    Returning from the final EU Food Integrity conference - a meeting of thought leaders in the world of scientific methods to combat food fraud - I must confess to a feeling of Deja vu. I have been here before and listened to several the same scientists (all of whom I greatly respected). I sat in similar darkened auditoriums and wandered around other poster sessions brimming with complex diagrams, details and data; navigated trade displays from leading scientific providers; and networked with friends and colleagues, regulators and providers. On previous occasions, as with this one, we all had a common purpose – a desire to make food supply chains safer.

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  • Mission (im)possible

    Posted on Dec 06, 2018

    The terms ‘food authenticity’ and ‘food integrity’ are bandied around a lot (particularly by those working to support food supply chains) and the state of ‘integrity’ has become something like the pot of gold at the end of the rainbow. We can see the rainbow (problem) but can never get to the desired outcome (food integrity), or that’s how it seems, at least.

    Read More



NZ-Based.

World-focused.


Latest News