We care about the food we eat, about where it came from, who cooked it and how, whether the eggs are from happy chickens and whether we are eating it at the expense of a starving farmer somewhere on the other side of the world.
We really, really care about what we put in our mouths, but even more than that, we care who we share it with, where we eat, and the memories that it creates.
Food is temporary, hours of work and whatever the cost of the ingredients is disappears in a few moments, but the memories of the meal, the conversation and the joy of sharing it that come together with that moment of consumption can last forever. We want our lives to be filled with as many of those moments as possible.
The P&G manifesto
We will not take ourselves too seriously, and we are not here to dictate what you should eat.
We have no intention of becoming Jamie Oliver, and we are also very aware that the cost and availability of things is different for everyone.
We will not publish endless recipes that are copied and pasted from all over the place.
If you are looking for a hundred recipes for chocolate cake then you might just be in the wrong place. On the other hand, if you’d like to be entertained, made to feel hungry, and just maybe learn something interesting, then this is the place for you.
We will not blindly follow trends and fashions.
We are not writing about food because it’s fashionable, or because it’s sexy, but because we think it’s the most important thing on the planet.
We will not alienate people
We want everyone to love food and drink as much as we do, and for the things that we cover to be accessible and affordable, while we might have the odd recipe with foie or saffron, we aren’t elitist, we’ll eat the cheapest food as well as the most expensive that we can lay our hands on.