Our passion lies in conducting thorough audits, ensuring traceability throughout the entire process of your business, actively participating in recipe development, and seamlessly ensuring financial integration.

our company

Innovative, Imaginative, Original

Since its establishment in 2008, by Jodi-Ann Palmer, The Food Design Agency has been a leading force in the culinary audit, recipe development and culinary consultation industry.

Operating both locally and internationally, we provide bespoke solutions to meet the unique requirements of our clients. Our expertise lies in helping clients distinguish themselves by leveraging our in-depth knowledge of data mining and interpretation, consumer behaviour, food trends, target markets, and flavour science.

Why

choose us?

The Food Design Agency has earned global recognition as a creative food business, thanks to our remarkable work ethic and unwavering dedication.

We deliver exceptional services to a diverse clientele worldwide, consistently achieving phenomenal results. Our team boasts a variety of backgrounds and work experiences, allowing us to offer a comprehensive range of services all under one roof.

Our Process

Step 1

🠻

Step 1

We conduct thorough research into your business to acquire a comprehensive understanding of your brand and aesthetic. This may include investigating sales data, examining competitors, menu analysis etc.

Step 2

🠻

Step 2

Based on our research we generate mood boards accompanied by menu headlines as an initial step in formulating a concept for your review. These concepts are designed with your brand aesthetic in mind as well as being mindful of ingredient cross utilisation and operational viability.

Step 3

🠻

Step 3

You choose the preferred new product or recipe for our team to take into development.

Step 4

🠻

Step 4

We undertake the development and testing phases for the new product or recipe. This step involves a rigorous scientific recipe testing process and might also involve various phases such as supplier recognition, chemical reaction analysis, and sensory analysis depending on your requirements.

Step 5

🠻

Step 5

We create detailed Standard Operating Procedures (SOP's) which allow for replicability and consistency in your kitchen or factory.

Step 6

🠻

Step 6

Marketing, roadshows and training. Whichever meets your requests.

STEP 1

We conduct thorough research into your business to acquire a comprehensive understanding of your brand and aesthetic. This may include investigating sales data, examining competitors, menu analysis etc.

STEP 2

Based on our research we generate mood boards accompanied by menu headlines as an initial step in formulating a concept for your review. These concepts are designed with your brand aesthetic in mind as well as being mindful of ingredient cross utilisation and operational viability.

STEP 3

You choose the preferred new product or recipe for our team to take into development.

STEP 4

We undertake the development and testing phases for the new product or recipe. This step involves a rigorous scientific recipe testing process and might also involve various phases such as supplier recognition, chemical reaction analysis, and sensory analysis depending on your requirements.

STEP 5

We create detailed Standard Operating Procedures (SOP's) which allow for replicability and consistency in your kitchen or factory.

STEP 6

We create the perfect visual representation of your menu offerings by styling and photographing your product or menu items.

STEP 7

We aid with implementation of recipes in your kitchen, marketing, demonstration and auditing of your process. Whichever meets your needs.

take the opportunity to

Meet our Wonderful Team

Jodi-Ann Palmer

CEO | Global

Jodi-Ann Palmer graduated from Silwood Kitchen, one of South Africa’s oldest culinary training schools in 2005, winning every major award available.

To work and achieve is Jodi-Ann’s life and this can be seen in the vast work experience she has built up in her career to date. Apart from owning a business, Jodi-Ann has worked at various leading establishments both in South Africa and overseas, the 3 star French Laundry in California being a highlight. Participation in culinary competitions has proven Jodi-Ann’s obvious talent. She has won every minor and major culinary competition in South Africa, including 5 South African Chef of the Year titles, as well as international awards and gold medals. In 2005 Jodi-Ann was selected to represent Culinary Team South Africa. 

Outside of the culinary arena, Jodi-Ann can be found practising horse riding and competing in show jumping and dressage competitions. 2008 was the year Jodi-Ann began The Food Design Agency.. 2010 saw the opening of The Cookie Design Emporium, an entrepreneurship project specializing in high-quality cookies. Jodi-Ann represents the South African Chefs Association in the current position of Competitions Director as well as a committee member of The World Association of Chefs Societies (WACS) uplifting young chefs around the Globe and completing the incredibly successful and inspiring achievements, writes monthly columns for Hotel & Restaurant Magazine, The World Association of Chefs (WACS) magazine and Chef! Magazine

 

Leandi Archer

PRINCIPLE LEAD| Africa

Leandi graduated from the University of Pretoria with a bachelor’s degree in Consumer Science: Hospitality Management in 2011 (Cum Laude)

 winning various top student awards in recipe and product development as well as food service management. In 2012 she started a Master’s Degree whilst being employed as an assistant lecturer and six months later as a Junior Lecturer at the University of Pretoria. She taught Basic Food Chemistry and Food Preparation. In 2014, while still conducting research, Leandi decided to shift her focus to the Asian market and moved to Hong Kong where she worked as a restaurant reviewer, sensory analyst, writer, blogger, and amateur food photographer. In 2015 she received the Best Paper Award for her paper titled “Convenience and the Demand for Food Away from home in Tshwane, South Africa” at the ICHLST in Bangkok. In 2016 she received her Master’s Degree with a dissertation titled “Tshwane Households Food Away from Home consumption” focusing on consumer behaviour, food consumers outside of the home and consumer decision making. In 2018 she relocated to South Africa and started a career at The Food Design Agency under the mentorship of Jodi-Ann Palmer.

Diane Oxford

Head of Accounts and Bookkeeping

Diane Oxford matriculated from Durban Girls High School, where she was an active member of the tennis club. Diane extended her education at Pitmans

Institute where she achieved a bookkeeping diploma, graduating with distinction. Her hobbies include reading, gardening and exercising. Diane has recently completed her 100th Park Run, emphasising her determination to remain dynamic. Not only does she excel athletically but Diane also impresses world-renowned chefs with her roast potatoes.

Pierre de Villiers

International Development

 

Pierre brings a wealth of experience and a unique skill set to The Food Design Agency.

He has dedicated his career to ensuring that every establishment associated with his work achieves the highest standards of profitability, quality and satisfaction.

Pierre boasts 28 years of experience across diverse fields, including Finance, Business Management, and Consulting within large multinational corporations, this skill set adds to The Food Design Agency’s promise of making our clients successful. His extensive exposure spans over 20 countries in Africa and 45 globally, providing him with intricate knowledge of market dynamics in each region.

His international experience allows Pierre to offer unparalleled insights and strategic guidance tailored to the unique challenges and opportunities faced by culinary establishments around the world.

Nastasia Desirée Nicolaou

Food Scientist and Culinary Developer

Nastasia graduated with a BSC in Food Science (cum laude) from Stellenbosch University in 2022. She achieved the Dean’s merit for a number of her modules throughout her studies and is member of the Golden Key Honours Society.

Nastasia achieved in the top 1% in South Africa for consumer studies in her final year of high school.

Her vast love and passion for food began at a very young age and has only grown since then. She grew up in a home who loved to entertain and eat around the table together, combing her mother’s Chinese cuisine with her father’s Greek cuisine.

She has integrated her fondness of food with an interest in science and devoted four years to studying Food Science which she thoroughly enjoyed and excelled in. She is particularly interested in molecular gastronomy and is eager to experiment both in the kitchen and in the lab. She is a self-taught baker who takes pleasure in baking cakes and especially decorating them. She has an affinity for exploring new restaurants and trying new exotic foods.

“If you don’t try it, you will never know”, are enduring words Nastasia lives by, which she implements in her everyday life, experimenting and trying new things. She is very excited and honored to have started her first journey in the food industry at The Food Design Agency.

 

Jonathan Herbert


Head of Traceability

Jonathan is a seasoned industry professional with vast experience in the development of management systems, building supplier relationships, finding, and implementing route-to-market strategies, driving innovation, and increasing profit margins.

He has earned various qualifications including a Diploma from the Meat Institute, USA, as well as a certification with IMD, Switzerland, and extensive internal and external management Training courses at Woolworths Foods (Marks & Spencer) and Karan Beef. However, it is Jonathan’s experience that illustrates his illustrious career most of all.

In 1974 Jonathan started his career with Woolworths Foods, South Africa, working with various stores in various capacities such as trainee manager, retail department manager, assistant store manager, and store manager of the flagship store in Adderley Street all within 5 years. Post this he moved to head office where his talents were applied as a poultry and meat buyer. Jonathan exhibited extreme proficiency in this area and was soon after employed by Woolworths Foods head office as the Poultry, Meat, and Delicatessen Manager, Senior Manager for Poultry and Produce, and thereafter Senior Manager for Protein and Prepared Foods, Produce, and Meal Solutions and Senior Executive for Protein and Technology.

In 2000 Jonathan expanded his horizons and was appointed as the managing director of Karan Beef where he developed efficient supply chain operations between the Karan Feedlot, Abattoir, Wholesale division, and the retail customers. He secured and developed the I&J Burger range, enhanced the operations of the abattoir, and built the Karan Beef brand in the global marketplace.

Thereafter Jonathan set his vision on Excellent Meats where he was employed as Chief Operating Officer for 14 years. During this time, he performed a very wide range of functions including building the ‘Excellent’ brand within the Woolworths Foods group with Excellent meat becoming the designated supplier for Woolworths’ Beef and Lamb in the Western and Eastern Cape and the national supplier for Deli and Fresh Halaal meat products. Jonathan launched the free-range category of beef and lamb at Woolworths and developed several successful value-added products for the Woolworths group and ‘Excellent’ retail stores. He furthermore assisted in building the deli processing plant and fresh meat central meat plants, ensuring an efficient and streamlined operation, ensuring all technical and safety requirements were met, and establishing a strong HR department across the group.

From June 2015 Jonathan was employed by Grand Parade Investments where he formulated and implemented various strategies for the Grand Food shared services group to meet the business’s goals and strategy. He was responsible for the national and international procurement of all consumable items for Burger King, Dunkin Donuts, and Baskin Robins and identified suppliers capable of meeting the brands’ stringent requirements. He ensured governance adherence across the supply chain, from inception through to the restaurant’s front door. In 2017 Jonathan started working as a Senior Executive for Choppies International where he was responsible for the development and profitability of fruit and vegetable, HMR, meat, and bakery divisions.

Jonathan is currently with Geotina in the capacity of Chief Operating Officer. His main focus includes the development and implementation of a strategy to turn the J & M Biltong brand into a dominant player in the dried meat market. Jonathan has played a key role in returning the business to a profitable state.

Juliet

Juliet nyathi

Culinary assistant
and cleaning support

Juliet has been with Food Design Agency since its inception and is a valuable part of the team she works as Culinary assistant during many projects

Simone Hofmeyr

US Business and
Social Media Liaison

Veronica enjoys baking sweet treats and has helped develop multiple products including our prized vetkoek recipe. Veronica has a passion for singing 

which began in school and later lead to her performing in a choir. At The Food Design Agency, Veronica assists with kitchen work and hygiene and is a skilled barrister always contributing her own creative flair.