The Field Guide to NSW Produce (2013) was developed as the second of our Field Guide series – which aims to reconnect producers and consumers. This series was an output from the Queensland OpenIDEO Challenge we ran with IDEO in 2010. Developed in our studio as a self-initiated project, the Field Guide is a beautifully illustrated directory to 350+ SME food businesses in NSW. The objective of the book is to map the food sector and to start to create a body of research which is released via an open source approach.


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Comprehensive, thoroughly researched, beautifully designed, and with stunning commissioned photography and illustrations, this is an original, authentic and useful book – a must have for anyone interested in regional produce, sustainable farming or transparency in the food system.

The guide is much anticipated after a 18-month research and development process which involved NSW top chefs, key producers and leading industry organisations. The book is a platform to allow people to deal directly with committed food artisans who are at times hard to find. Written for chefs, restaurateurs, cooks, locally minded consumers and serious culinary tourists, this book is thoroughly researched, independently written (featured businesses do not pay for inclusion) and openly celebrates quality, authenticity and provenance. The book is independently produced; no one pays to be featured and therefore is broadly representative of the best growers and producers selected on their merits – quality, sustainability and provenance.

The NSW Field Guide enables anyone to explore the multitude (400+) of small family farms, artisan producers and providers across the length and breadth of the state. The intention is to create an inspirational and practical book that empowers consumers to uncover wonderful people out on the land, great produce and high-quality ingredients.




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Guide Features

Artisan Selection featuring the best of the best across produce categories
Interviews with 20+ leading NSW chefs & producers identifying key regional strengths, food issues and recommended producers
10 food trail guides featuring locals selections and Editor’s picks with illustrated maps
Clear labeling of sustainable farming certifications and sourcing details
Tagging of farm gates, farm stay & pick your own experiences
Extensive regional produce directory includes profiles, back-story and sourcing details for 159 growers, 157 producers and 80 providers.