Eat Food

What Eat Food does

Eat Food is a New York City-based boutique nutrition and food services consultancy founded in 2004 by Elizabeth Fassberg, M.P.H., R.D., C.D.N. The firm operates four inter-related service lines: (1) worksite wellness programs for corporate and government employers, (2) nutrition communications and education including curriculum development and PR support, (3) recipe development, nutrition analysis, and individual nutrition counseling, and (4) food styling for cookbooks, television, print, and live events. The firm is privately held, bootstrapped, and founder-led with no disclosed external investors or funding rounds, and operates with a small team of approximately seven employees from its headquarters at 242 East 60th Street.

The company's underlying technology is intentionally modest: food-science software for nutrition analysis and Nutrition Facts label generation, a physical test kitchen for recipe development and testing, and proprietary curriculum content built over 15+ years of client engagements. There is no digital platform, mobile app, or software product; the offering is fundamentally human-delivered professional services. Revenue is generated through project-based and retainer engagements with enterprise, government, education, and consumer clients in the Northeast U.S. Pricing is quote-based and not publicly disclosed, with individual counseling also billable through Oxford Health and United Health Care insurance networks.

The customer base spans brand-name logos including Unilever, Weight Watchers, ConEdison, NYC Department of Health, YWCA NYC, and major PR firms (Fleishman-Hillard, Ogilvy, Edelman, Weber Shandwick). The go-to-market is sales-led and field-based, relying on case studies, client testimonials, and direct relationship building. Distribution is exclusively direct, with services delivered on-site at client locations or at the NYC office. Marketing channels center on content marketing via case studies and earned media.

Name

Eat Food

Legal name

Eat Food

Website

https://eatfood.biz

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

1–10 employees

Short description

Eat Food is a New York-based boutique nutrition consultancy offering worksite wellness, nutrition communications, recipe development, and food styling services to corporate, government, education, and consumer clients in the Northeast U.S.

Ownership category

akta.pro rank

Product category

Nutrition Consulting Services

NAICS

Food Service Contractors (72231)

SIC

Food And Kindred Products (2000)

akta.pro primary industry

Menu Planning, Nutrition & Dietary Accommodation Services (Allergens, Special Diets) (EDAEAEAD)

akta.pro secondary industry

Corporate/Workplace Meal Programs & Bulk Prepared Meals (CRAHAJAJ)

Keywords

• Nutrition consulting
• Worksite wellness
• Recipe development
• Food styling
• Nutrition communications

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Corporate Wellness Programs: Worksite wellness programs including health-risk assessments, on-site nutrition counseling, lunch-and-learn workshops, company newsletters, and healthy team-building events.
2. Individual Nutrition Counseling: One-on-one nutrition programs tailored to individual healthcare needs including weight loss, disease management, sports nutrition, and prenatal nutrition. Includes hands-on cooking classes. Provider for Oxford and United Health Care insurance plans.
3. Recipe Development and Testing: Recipe development, testing, and nutrition analysis for food brands, cookbooks, and product showcases.
4. Food Styling: Professional food styling for cookbooks, television commercials, print media, and live events with over 15 years of experience.
5. Nutrition Communications and Education: Customized nutrition education programs, workshops, curriculum development, and PR support for food and beverage companies.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Eat Food is a New York-based nutrition and food services consultancy that designs and delivers custom food and nutrition programs. Its four core service lines are worksite wellness, nutrition communications, food styling, and recipe development/testing with nutrition analysis. The firm serves corporations, government agencies, food and beverage brands, PR firms, educational institutions, and individual consumers (covered through Oxford and United Health Care networks).

Product overview

Eat Food is a food and nutrition services company that designs and delivers custom food and nutrition programs. The company operates as a single-service practice offering four distinct but complementary service lines: Worksite Wellness (employer health promotion programs), Nutrition Communications (education and PR services), Food and Nutrition Services (recipe development, testing, and individual counseling), and Food Styling (visual food presentation). These services work together to help businesses, organizations, and individuals improve their relationship with food and nutrition.

Differentiator

Problem solved

Functional benefit

Products and services

• Worksite Wellness Employer-focused wellness programs including health-risk assessments, on-site health fairs, group nutrition workshops, individual nutrition counseling with registered dietitians, company newsletters, cooking classes, and restaurant menu makeovers; designed for corporate employers and government agencies to reduce healthcare costs and improve employee wellness.
• Nutrition Communications Customized nutrition education programs for all age groups including curriculum development, lesson plans, staff training, and evaluation tools, plus public relations support for food and beverage brands including media relations, photo shoots, and promotional events.
• Recipe Development and Testing Recipe development, testing, and ingredient analysis delivered through a full-service test kitchen paired with food-science software for Nutrition Facts label generation, for food brands, cookbooks, and product showcases.
• Food Styling Professional food styling for cookbooks, television commercials, print media, and live events, with over 15 years of experience creating visually appealing food presentations for photography and videography.
• Nutrition Analysis Nutrition and ingredient analysis using food-science software, including nutrition and ingredient analysis based on the Weight Watchers Points system, and generation of official Nutrition Facts labels for products.
• Individual Nutrition Counseling One-on-one nutrition programs tailored to individual healthcare needs including weight loss, disease management, sports nutrition, prenatal nutrition, and food allergies, with hands-on cooking classes; covered through Oxford Health and United Health Care insurance networks.

Quantifiable outcome

• Employee savings of $76 to $376 per employee per year
• +6 more outcomes

Named customers11 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

16 partnerships are on record, tiered core and minor.

• UnilevercoreStrategic or Co-development Partner · 1 January 2007EAT FOOD created and implemented Unilever's 'Cook Smart... Eat Smart' hands-on nutrition-and-cooking curriculum as part of Unilever's corporate social responsibility program. The 8-week educational program targeted children ages 8-13 at Boys & Girls Clubs of America locations throughout the Northeast. EAT FOOD trained instructors and tailored curriculum for each site.
• Weight WatcherscoreStrategic or Co-development Partner · 1 January 2007Developed themes and recipes for the Weight Watchers cookbook 'Sensitively Tasty, Deliciously Easy: 50 Anytime, Anywhere Recipes.' Created over 30 unique recipes across four categories with nutrition and ingredient analysis based on the Weight Watchers Points system.
• YWCA of New York CitycoreStrategic or Co-development Partner · 1 January 2006Collaborated to develop a pilot food-policy program for three Early Learning Center preschool sites. EAT FOOD developed comprehensive nutrition education curriculum, staff training, menu development, and parent newsletters. The successful 'Lifetime Eating Program' led other organizations to seek similar programs.
• NYC Department of HealthcoreStrategic or Co-development Partner · 1 January 2004EAT FOOD played a key role in the 'Wellness at Work' worksite-wellness initiative, an extension of a CDC-funded federal study. EAT FOOD created and implemented a multi-dimensional nutrition component including content, individualized programs, counseling, healthy catering, and vending options for approximately 30,000 city employees across 14 worksites.
• Hunter Public RelationsminorGTM or Marketing PartnerPR firm partner representing food brands that require nutrition education, food styling, and recipe development services.
• Fleishman-HillardminorGTM or Marketing PartnerPR firm partner for high-profile national food clients needing nutritional analysis and food styling services.
• Ogilvy Public Relations WorldwideminorGTM or Marketing PartnerMajor PR firm listed as a client for food and nutrition communications services.
• EdelmanminorGTM or Marketing PartnerMajor PR firm listed as a client for food and nutrition communications services.
• Weber ShandwickminorGTM or Marketing PartnerMajor PR firm listed as a client for food and nutrition communications services.
• Oxford HealthminorChannel Partner/ Reseller/ DistributorInsurance provider network where EAT FOOD is an in-network provider for nutrition counseling services.
• United Health CareminorChannel Partner/ Reseller/ DistributorInsurance provider network where EAT FOOD is an in-network provider for nutrition counseling services.
• Children's Aid SocietyminorStrategic or Co-development PartnerFollowing success of YWCA program, approached EAT FOOD about designing similar food-policy and nutrition programs.
• Brooklyn Kindergarten SocietyminorStrategic or Co-development PartnerFollowing success of YWCA program, approached EAT FOOD about designing similar food-policy and nutrition programs.
• BellaVitaminorStrategic or Co-development PartnerFood company listed as a client for recipe development and nutrition services.
• Health CorpsminorStrategic or Co-development PartnerHealth-focused nonprofit organization listed as a client for nutrition education programs.
• The Sylvia Center of Great PerformancesminorStrategic or Co-development PartnerCulinary education organization listed as a client for food and nutrition programs.

Scale indicators7 records

Recent moves6 records

Expansion highlights4 records

Others

• Hunter Public Relations: Mid-sized PR firm with a food, beverage, and lifestyle practice. Listed as an existing GTM partner of EAT FOOD for food-brand clients needing nutrition analysis, food styling, and recipe development; relevant channel/commercial peer rather than head-on competitor.

Direct peers

• Sterling-Rice Group: Food and beverage marketing/branding agency that combines culinary insight, nutrition expertise, and brand strategy for packaged food clients. Overlaps with EAT FOOD on food-brand recipe development, nutrition analysis, and food styling work for CPG launches.
• Pollock Communications: Boutique public relations and nutrition communications firm serving food, beverage, and nutrition clients with media relations, content development, and dietitian-led strategy. Closely mirrors EAT FOOD's positioning as a specialized nutrition/food PR and communications partner.
• FoodMinds: Food and nutrition communications consultancy that delivers strategic nutrition counsel, food policy expertise, and science-based storytelling to food/beverage brands and health organizations. Directly comparable to EAT FOOD's nutrition communications and recipe development offerings for similar client segments.
• Foodmix Marketing Communications: Boutique food-focused marketing communications agency delivering PR, social media, and influencer programs to food and restaurant brands. Similar specialization and client overlap with EAT FOOD's food-brand communications and PR support services.
• Wellness Corporate Solutions: Provider of worksite wellness programs including health risk assessments, nutrition coaching, and biometric screenings for enterprise employers. Directly comparable to EAT FOOD's 'Wellness at Work'-style corporate wellness engagements with municipal and large-employer clients.

Broad incumbents

• Edelman (Food & Beverage practice): Global communications firm with a dedicated food and beverage practice serving major CPG brands. EAT FOOD already serves as a nutrition-execution partner to Edelman per its client list; comparable at the food communications layer but Edelman operates across many verticals beyond food.
• Ketchum (Food & Nutrition practice): Global PR firm with a longstanding food and nutrition practice serving food/beverage brands and health-focused NGOs. Comparable to EAT FOOD's nutrition communications and food-brand enablement work, but operating at much larger scale and broader scope.
• Fleishman-Hillard (Food & Agriculture practice): Global PR firm with dedicated food, beverage, and agriculture practice serving major CPG and agribusiness clients. EAT FOOD's Director of Communications is a former FH VP, indicating an established partnership model; broadly comparable for food/nutrition communications RFPs.

Emerging players

• Wellable: Technology-enabled corporate wellness platform providing wellness program design, content, and engagement tools to employers. Adjacent to EAT FOOD's worksite wellness services, but operates as a tech-platform model versus EAT FOOD's high-touch services delivery; relevant for buyer overlap.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/eat-food-nyc

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Eat Food