About Elle

I’ve spent more than fifteen years convincing visitors that the best way to understand a place is to eat your way through it.

It started with The Big Foody in 2009 — Auckland food tours built around the idea that a city’s best stories live in its markets, kitchens, and small producers, not its landmarks. That idea has since grown legs: Vineyard Cottages, where guests can stay (and eat) among the vines in Kumeu wine country; Wild Fennel, my range of handmade gourmet seasonings, salts, and peppers made in Ōtepoti Dunedin and stocked in supermarkets, delis, and boutique stores around the country; and Appetite for New Zealand, where I get to dream up new ways to connect people to this country through food.

I’m Auckland-based, Kumeu-adjacent, and usually somewhere between a farmers market, a vineyard lunch, and a half-finished manuscript. I’m currently writing a book — more on that soon.

Good hospitality was never about getting everything perfect. It’s generosity, flavour, and making people feel like they’ve been let in on something good.

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.

A woven basket filled with berries sits on a blanket in front of an ocean-breezy hillside at sunset. A casual, hand-woven ...
Digital illustration of ancient Greek amborace and stacks of barrels in a warehouse. Amborace Multiple wooden wine barrels.

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.