Food Force is an Estonian food manufacturer specializing in long shelf-life meals and snacks for wholesale and e-commerce. Trusted by military units, outdoor professionals, and people preparing for the unexpected, the brand is built on reliability, durability, and ease of use. As Food Force expanded its online store, a clear challenge emerged: how to make packaged, long shelf-life food look appetizing without losing its practical, no-nonsense identity. This case study shows how improved food product photography strengthened Food Force’s e-commerce presence and helped build trust while supporting online sales.

2025 was an ambitious experiment about how my business survives my curiosity-fuelled lifestyle changes, and how my life and beliefs are reflected in my work.

Whether it's your first professional photoshoot or you're working with a new photographer, preparation is key to a successful shoot. Here are some steps to ensure everything goes smoothly.

Hiring a food photographer is about more than just finding someone with a camera—it’s about choosing someone who understands your brand, knows how to make food look irresistible, and can deliver high-quality visuals that attract customers.

Autumn is a time for new beginnings and my calender is also filling with new projects. After having written some in depth pieces about my everyday work, here is a good example of a menu shoot. Maitsete Tänav in Rocca al Mare shopping center is a restaurant concept where you can find all imaginable temptations. This is only a tiny part of what's being offered.

I have a dream. In my dream all people have developed a sophisticated taste for designer goods, they can afford them and designers and makers of crafts can earn a decent living from their art. 

My dream became my mission and it found a way into a food magazine Köök. I have a section Nõudepeatus (meaning sth like 'dish stop') in this quarterly magazine where I find a ceramist or a designer I like, present their work to a chef and let the chef develop a dish according to the tableware. Then I photograph the outcome of their collaboration, write the interviews with them both and thats it. I hope the readers will find something they like, either the tableware or the recipes.

There's still time for some chocolate ice cream!

Client: Oma Maitse magazine 

Hey guys! I'm finally back on track and planning to show you more of my recent work. This is an editorial for Oma Maitse magazine in January. I played with the concept of paper, shadows and edges.