For twenty-four years, my job was to make people choose things.

For 24 years, I built my career in New York City's advertising and media industry, inside the businesses that sell attention.

TV Networks. Movies. Outdoor. Digital.

My job wasn't to make products. My job was to make sure people noticed them.

I learned how brands become trusted, how behaviour changes, and why people choose one product over another. Products rarely fail because they're not good enough. They fail because nobody has communicated their value in a way people understand, trust and remember.

Then I started asking a different question.

If we could influence what people bought so effectively, what were we influencing them to buy?

That question changed the direction of my career.

People call it a pivot. I call it a correction.

I left advertising and trained from the ground up at Ballymaloe Cookery School, CIA in Napa, Certified Masters Sommelier, studied integrative nutrition and culinary medicine and metabolic health, to understand the relationship between food, health and human behaviour.

Today, I bring those two worlds together.

I use the lens of culinary medicine to uncover the real health value in what food businesses create and translate it into communication people understand, trust and act on.

Most consultants understand brands.

Most health professionals understand food.

Very few understand both.

That's where I work.