The future of food, explored.
Hey, I’m Lorenzo.
I’m the person behind FoodLore. I write about food technology, vertical farms, fermentation, alternative proteins, and basically anything where food meets science and I go “wait, WHAT?” — which happens more often than you’d think.
Recently I discovered a tiny company making artisanal seitan and tofu, tried it, lost my mind, and immediately started organizing a dinner to make all my friends try it too. That’s basically my personality. I find something amazing about food and I physically cannot shut up about it.
Anyway. Here’s the longer version.
The backstory
A few years ago I moved to Denmark with a dream and a pasta machine. Literally. I built a fresh pasta business from zero — found suppliers, pitched to supermarkets and restaurants, spent four years learning how food actually moves from kitchen to shelf. In a country where fresh pasta wasn’t exactly what people were lining up for.
It was the best and hardest thing I’ve ever done.
And then it fell apart. Not dramatically, more like a slow unraveling. I was running a business without enough experience to see the financial holes until they were too deep. The partnership that started with shared excitement ended in misalignment. And underneath all of that, depression was making it impossible to show up the way the business needed me to.
I closed the company. Moved back to Italy. Took time to put myself back together before trying to build anything else.
The project ended. The food obsession? Nope. That stayed.
The rabbit hole
While I was still in Copenhagen I stumbled on a story about a restaurant running its entire menu on 3D-printed food. My reaction was basically: “…that exists?”
Then I found out that Nordic Harvest — the biggest vertical farm in Europe — was practically in my neighbourhood. Not in Silicon Valley, not in some futuristic lab. In Taastrup. A suburb. Growing tonnes of greens under LED lights in what looks like a warehouse from the outside.
I applied for a job there. They didn’t hire me.
So I started writing about it instead.
Ok so what is FoodLore actually
It’s the thing I wished existed when I first fell down the food tech rabbit hole.
Most food technology content out there is either written for investors (jargon, jargon, TAM, jargon), preachy sustainability blogs that make you feel guilty for eating a sandwich, or corporate PR dressed up as articles. None of that is for normal curious people who just want to understand what’s going on with food without needing a PhD or a guilt trip.
So that’s what FoodLore is. Urban farming, vertical agriculture, food tech, fermentation, alternative proteins, algae, and whatever weird wonderful thing comes next — explained like I’m telling a friend about it over coffee. With actual data. And honest opinions. And probably too many exclamation marks when something genuinely blows my mind.
Three things I actually care about:
No jargon walls. If I can’t explain it like I’m telling a friend, I rewrite it until I can.
Honest coverage. The wins AND the failures. When something doesn’t add up, I say so. Running a food business that failed gave me a pretty solid bullshit detector.
Real curiosity. I’m not a food scientist. I’m someone who finds something wild, digs into it until it makes sense, and then can’t stop talking about it. The best stuff on this site comes from genuine “I had no idea” moments.
How I build this thing
Ok here’s something I want to be upfront about: I build FoodLore with AI as my co-pilot.
I’m one person with a day job, about 15 hours a week, and a budget that would make any media company laugh. AI helps me research faster, structure better, and produce stuff that would normally need a team. But the curiosity is mine. The opinions are mine. The excitement when I find something genuinely insane is very much mine.
The pasta business failed partly because I tried to do everything alone without the right tools or planning. FoodLore is the opposite — structured, tested, built with technology instead of against it. It’s kind of my proof of concept that one person with genuine curiosity and the right tools can build something real.
The personal bit
I’m based in Sardinia, Italy. I grow herbs on my balcony. I’m fermenting things I probably shouldn’t. I’m slowly building up the courage to start a mushroom grow (it’s happening, I just need one more YouTube video to convince myself).
I care about food — where it comes from, where it’s going, how it’s made. But I’m not here to lecture anyone. Eat what you want. I just think the future of food is genuinely fascinating and most people have no idea what’s happening right now.
I also think we should talk more about mental health. The pasta chapter included depression, and I’m not going to pretend it didn’t. It shaped everything about how I do things now — more patience, more planning, more honesty about what’s working and what isn’t.
FoodLore is still early. Still figuring things out. But the gap it fills — food tech that’s actually interesting and honest — isn’t going anywhere. And neither am I.
Stay in the loop
The Weekly Lore — one email a week. Vertical farms, fermentation experiments, AI-powered agriculture, and the occasional rant about greenwashing. It’s free and I promise it’s not boring.
Find me elsewhere
Come say hi.
Instagram — behind the scenes, reels, food tech visuals
TikTok — short-form food tech content
Threads — thoughts and conversations
X (Twitter) — links, hot takes, industry news
Pinterest — infographics and guides
YouTube — longer-form video content
Facebook — community and shares
Reddit — discussions and deep dives
Lorenzo Russo — makes FoodLore from Sardinia. Former pasta maker, current food tech obsessive. Will organize a dinner party to make you try something new. You’ve been warned.