We work with food businesses that are great at what they make but aren't sure where to start with selling it online. Whether you're on Shopify, Toast, or starting from scratch — that's exactly what we're here for.
We specialise in two platforms because we believe deep knowledge beats broad coverage. When you work with us, you're getting someone who knows these tools inside out.
01
Contract Negotiation
Navigating vendor, platform, and supplier contracts with confidence.
02
Hardware & Software
Setup, optimisation, and troubleshooting.
03
Store Strategy
Getting your Shopify or Toast setup right — for food, not just any product.
04
Brand & Conversion
Making your brand look and sound as good online as your product tastes.
05
Growth Marketing
Emails, ads, and SEO built around how food customers actually shop.
06
Operations
Fulfilment, cold chain, and inventory sorted before they become a headache.
We handle the e-commerce so you can focus on the food
Whether you're starting from scratch or trying to figure out why your store isn't converting, we can help. We specialise in Shopify and Toast — two platforms that, when set up right, work really well for food businesses.
ShopifyToast
Contract Negotiation
Contracts with vendors, platforms, and suppliers can get complicated fast. We help you understand what you're signing, spot the red flags, and negotiate terms that actually work in your favour.
Vendor & supplier contract review
Platform agreement guidance
3PL & fulfilment contract terms
Ongoing negotiation support
Hardware Setup & Software Optimisation
Getting the right hardware in place and making sure your software is running the way it should. Whether it's a new POS setup or a system that's been acting up, we'll sort it out.
POS hardware setup & configuration
Peripheral setup (printers, scanners, displays)
Software optimisation & performance tuning
Troubleshooting & ongoing support
ShopifyToast
Store Build & Strategy
We set up and optimise your online store with the quirks of food in mind — subscriptions, bundles, perishables, compliance and all. No cookie-cutter templates.
Platform setup & configuration
Subscription & bundle configuration
Checkout optimisation
Payment, tax & compliance setup
Shopify ↔ Toast integration
ShopifyToast
Brand & Conversion Design
People eat with their eyes first — and that's doubly true online. We help make sure your brand feels as good as your product, from photography to the words on your product page.
Brand identity refinement
Photography art direction
Landing page & PDP copywriting
Packaging & label consultation
ShopifyToast
Growth Marketing
We skip the generic stuff. Food has its own rhythms — seasonality, gifting, repeat buyers — and we build your marketing around how your actual customers think and shop.
Email & SMS automation (Klaviyo)
Meta & Google Ads management
SEO for food & recipe content
Influencer & PR outreach
ShopifyToast
Operations & Fulfilment
The back end of food e-commerce is genuinely tricky. We help you sort out the logistics — 3PLs, cold chain, inventory — and make sure your Shopify and Toast systems talk to each other properly.
3PL selection & onboarding
Cold chain & compliance
Inventory management & sync
Shopify & Toast data integration
ShopifyToast
Here's how it usually goes
1
We talk
A free 30-minute call to hear about your business and figure out if we're a good fit.
2
We dig in
A proper audit of your Shopify and/or Toast setup, followed by a clear plan of attack.
3
We build
We get to work alongside your team — regular check-ins, no surprises, clear milestones.
4
We keep going
Ongoing support to test what's working, fix what isn't, and keep building momentum.
Who I am
I'm a food person who knows e-commerce
Nearly a decade in food procurement, supply chain, and operations — then I built my own food business. Now I help others do it better online.
My background
After spending 20+ years working inside of food businesses, I started Flow State to help great food businesses achieve and maintain the flow state in their establishment; where operations are running seamlessly and the experience really shines.
I
I've done this work myself
I'm not learning on your dime. Everything I bring to a client engagement comes from years of real operational experience in food.
II
Honest about timelines
Food e-commerce takes time to compound. I'll never promise overnight results — but I will show my work every step of the way.
III
I build things that last
The goal is always to leave you with systems that run without me — not to make myself indispensable.
Background
Founder — The Minnow PDX
Multi-concept operations — Homegrown Restaurant Group
