About Elle
Elle Armon-Jones is one of New Zealand’s most recognisable food tourism personalities — a storyteller, host, writer and entrepreneur with a deep love for flavour, hospitality and the people behind every great meal.
As the founder of The Big Foody Food Tours, Elle has spent more than 15 years showcasing the best of New Zealand’s food culture to visitors from around the world. From bustling city eateries and hidden neighbourhood gems to boutique vineyards, farmers markets and artisan producers, her work is built around connecting people through food and the stories that surround it.
Known for her warm personality, quick wit and unmistakable “Elle style,” she has become a trusted voice in New Zealand hospitality and tourism. Her tours and experiences blend local knowledge, humour, authenticity and a genuine passion for championing regional food culture. Whether she’s guiding international visitors through New Zealand with The Big Foody , hosting long lunches at Vineyard Cottages, or creating new culinary adventures through Appetite for New Zealand, Elle’s focus is always on creating memorable experiences that feel personal, generous and unmistakably Kiwi.
Elle’s career has evolved far beyond tours. She is also a content creator, tourism consultant, speaker and business owner who works across hospitality, accommodation, food experiences and regional tourism development. Her projects are driven by a belief that food is one of the most powerful ways to understand a place, its people, history, culture and character.
Based in Auckland’s Kumeu wine country, Elle lives surrounded by vineyards, markets, long lunches and an ever-growing collection of recipe books and ideas. When she’s not hosting guests or developing new experiences, you’ll usually find her cooking for friends, writing, travelling, tending to gardens and fruit trees, or planning the next great New Zealand food adventure.
For Elle, good hospitality isn’t about perfection. It’s about generosity, flavour, laughter around a table and making people feel welcome from the moment they arrive.
Discover NZ Through your Tastebuds
Elle Armon-Jones brings her passion for food tourism to life by connecting visitors with New Zealand’s diverse culinary scene, sharing local stories and authentic flavors that showcase the country’s rich food culture.
Our food stories
Through her curated tours and experiences, Elle highlights the best of local produce, vibrant food markets, and the people behind New Zealand’s food scene, making every meal an adventure in discovery.
Culinary experiences
From vineyard visits to cooking classes with local chefs, Elle’s culinary experiences are designed to connect visitors deeply with Aotearoa’s food culture and its passionate producers.
Why food tourism?
Food tourism is more than just eating; it’s about immersing yourself in a place’s culture, traditions, and community through its flavors, stories, and local ingredients, creating memorable experiences.
Connect
Elle’s mission is to connect people with New Zealand’s culinary treasures, fostering a greater appreciation of our local producers and encouraging sustainable, authentic food adventures.
Explore
Join Elle on a journey of flavor and discovery across New Zealand, where every bite tells a story and every experience nourishes both body and soul.
Reviews
Elle’s food tours are a fantastic way to explore New Zealand’s incredible local cuisine and meet passionate producers! Highly recommended.
Testimonial generated by AI
Thanks to Elle, I discovered hidden culinary gems across NZ that I would never have found on my own. Truly authentic experiences.
Testimonial generated by AI
Elle’s storytelling and connections with local growers made our food tour unforgettable. A must-do for food lovers visiting NZ.
Testimonial generated by AI
