Theory Food – NZ Entrepreneur Magazine

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at a glance

Founders: Michelle Hartley & Momo Martin

work: theory food

Established: 2018

Headquarters: Taranaki

Could you tell us a little bit about your business?

Theory Food is focused on providing quality corporate catering in Taranaki, with a focus on contracting and supplying three local cafes.

Recently, we have diversified stable condiments and gift boxes. We had a client who tried our sauce and asked where they could get more. We are gradually expanding our range, but we use our products in our catering kitchens so we can show you how they can be used. They are available online and locally at retailers such as Vetro. In stock.

Our ethos is also reflected in our name, along with ‘Theory’. 10% of corporate catering revenue and 50 cents per jar of condiments will be donated to the Eat a Rainbow Foundation. We helped establish this charity during COVID with our incredible Board of Trustees.

The foundation provides nutritious frozen food to vulnerable families and parents with hospitalized children. Meals are nutritionist-approved and feature a variety of high-quality ingredients in recyclable packaging. Meals are distributed through her partners in charities such as Ronald Her McDonald House in Auckland.

What’s the story behind your business idea?

Michelle and I are both trained chefs and met in culinary school. We were both in bachelor’s degrees and traveling. While we stayed in touch, we pursued different areas of hospitality and foodservice. I started out as a head chef and co-owner of a restaurant.

Also, before working more together in catering, we both had market stalls at local markets. Because I travel often and need to organize my reservations, start getting ready before I leave and Michelle complete my order.

What programs, learning, and mentoring have helped you so far?

Be open to asking for and receiving advice, and seek help in areas that are not your strengths.

Invest in your brand and marketing. This is an area you might want to start yourself to save money, but quality brands can make a big difference to your bottom line.

Are you working on something new, interesting or important? Join our community of founders and Tell us about your venture here.