What’s trending in food service? Provenance

Today’s diners want more than a good meal – they want a story. Provenance is increasingly a deciding factor, with the quality, origin and integrity of ingredients shaping where people choose to eat. And it’s not just a fine-dining consideration anymore; pubs, cafés and casual venues are all being called to show where food comes from and how it was produced. From the farm it was grown on to the sustainability of its journey, it’s about more than food – it’s about connection.

Farm-to-table is one way of answering this demand, with operators partnering directly with growers, using seasonal produce, sourcing sustainable seafood and working to cut food miles and waste. Provenance, however, goes further – it’s the broader story of transparency, traceability and trust. To make it resonate, venues need to market it well: menu callouts, social storytelling, producer events and certification can all help bring the message to life.

For consumers, food literacy is at an all-time high. They’re scanning for dietary needs, preferences, ingredients, and whether items are locally sourced or organic. For operators, provenance isn’t a burden – it’s an opportunity. Even simple choices, like seasoning grass-fed Gippsland beef with MasterFoods™ Professional Garlic & Herb Seasoning(open in new tab), lets kitchens showcase local, trusted ingredients while delivering bold flavour. With provenance, every detail reinforces authenticity and builds loyalty.