Sumfood | Sumfood

We care about food and the people who eat it

Food, data science and insight




Sumfood is a start-up that wants to change the world. Our work provides real-time insights into our food system.







We are a group of dedicated data, food and business professionals based in New Zealand.


Sumfood is a data science company, who uses novel ways to conduct realtime market research. We do so with specific interest to Food Issues, in the aim of using data to better resolve food issues. FoodTruths (our consumer facing arm), simplifies and makes reporting easier for consumers. We thus attract more issues, less significant issues and issues that might have otherwise been ignored.

We collate that data with large datasets from other sources and gain a much better understanding of food issues in real-time. We pass-on that data (where appropriate to authorities and producers) AND we improve outcomes for consumers, protecting brands/ customer satisfaction for producers.





Our Products








Social Media Aid: Brand Protection

"Keep pictures of mice away from your brand"

Advertise FoodTruths.org as a place to make complaints, proving you take food issues seriously, and keep brand damaging reports away from your brand.

We will monitor your social media profile for direct messages or posts which are related to food issues, in turn, protecting your brand image.

We can implement our ‘bot’, trained to identify and respond immediately to food issues reducing your HR requirements and keeping customers satisfied.

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Data Science: Early Warning

"Using all data, to know ahead of time"

Sumfood gathers verified food complaints and leverages more data from social media and beyond. We can provide you with early warning of food issues as they develop.

We identify outbreaks or clusters of food issues, our early warning significantly reduces the cost of recalls. We can also provide market research and real-time feedback of issues that your consumers are concerned about.

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Partnership: Brand Enhancement

"Be associated with the leader in food safety"

FoodTruths embodies the free and frank conversation between consumers and producers, recognising issues can happen and resolving them fast.

To be a FoodTruths partner is to explain to your customers that you take food safely seriously, and you invite any information about substandard products.

FoodTruths carries an air of credibility evidenced by our users and following. Work with us to for a competitive advantage.

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Success Stories



Mouldy Pies


A mouldy pie was what confronted one of our users one lunch-time - thankfully they contacted us.

Mould can cause health issues, so it should not be eaten. As well as missing your lunch you may be concerned that there are other food items sold at the shop which were also below standard. After returning the pie to the shop, how do you know that this won’t happen again to another customer?

FoodTruths contacted the local council who were able to visit the store that same day. A Food Safety Officer checked the remaining stock and worked with the store manager to verify their food safety systems. The pie manufacturer also provided guidance materials and information to further assist the store manager.


FoodTruths Responded in: 2 minutes, 25 seconds

Resolved: 9 days









Foreign Object in Ramen Noodles


Finding a foreign object in your food is always concerning and a common reason why a food recall is initiated. One of our users discovered a number of either glass or hard plastic beads in a packet of ramen noodles and was instantly able to report this issue to FoodTruths.

FoodTruths advised the appropriate authorities as well as the supermarket where the noodles were purchased from. The supermarket’s Compliance Team removed the affected product, contacted the supplier and also reached out to the customer.

FoodTruths contacted the local council who were able to visit the store that same day. A Food Safety Officer checked the remaining stock and worked with the store manager to verify their food safety systems. The pie manufacturer also provided guidance materials and information to further assist the store manager.


FoodTruths Responded in: 2 minutes, 51 seconds

Resolved: 8 days









Latest News


Is food too cheap? What makes up the price of your fruit and vegetables

Posted on Nov 02, 2020

Warnings of an acute shortage of workers to harvest food crops in New Zealand are growing. But the problem – and potential solution are more complex than they may seem, and give rise to the question: ‘Is food too cheap?”

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Restaurants v delivery apps in battle for 'last mile'

Posted on Oct 19, 2020

Covid-19 has forced us to rethink our relationship with food. Customers are shifting from bricks and mortar restaurants to the efficiency of home delivery systems.

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Covid 19: Pandemic Exposes How Fragile Our Food Systems Are

Posted on Jun 02, 2020

Because of Covid-19, New Zealanders have encountered food insecurity for the first time. Supermarket shelves have been emptied and restrictions were placed on the quantity and volume of items that could be purchased.The global pandemic has demonstrated how fragile our food systems have become. In locked-down New Zealand, there were concerns that fruit and vegetable crops would be left to rot.

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