Meet our Eco Ambassador: London-based food photographer Patrick Smith

NoW round plate by Patrick Smith
Revol's new NoW Collection inspiring eco ambassadors and taking the hospitality world one step further on sustainability achievements.

Coming from a family with background in the hotel and hospitality industry, Patrick Smith aka londonfoodboy came to London five years ago. Patrick’s passion for photography and technology spurred him into creating his own Instagram account, ‘londonfoodboy’. His account showcases London’s best food and drink. Shortly after, Patrick founded his own marketing agency «PROCK» and is now one of the most respected ‘foodies’ in the London scene.

Patrick is an award-winning food photographer for social media and gets motivated by sharing an authentic, positive and eco-responsible message of the London food and drink scene.

The partnership with Revol started early spring this 2020. “He’s been an amazing Eco Ambassador by including Revol products in most of his work” Revol says.

To be a professional food photographer

To snap photos for social media is challenging, you have to be better than everyone who’s using their phones. Instant sharing combined with today’s great quality by modern devices allows almost everyone to become a “food critic”.

Secondly, the ability to translate the work of a Chef into a picture. Chefs can be very demanding. “It’s my job to translate their ideas into beautiful photos”. Especially when working with Michelin Starred Chefs. Patrick works with creative mood boards, researching competitors and analysis data, developing strategies for social media usage and deep dives into his client’s style.

Patrick believes in spontaneity and truthful shots. Away from “studio shots”, he calls it “freestyle photography”, which will be as accurate and authentic to what a guest will discover on the plate themselves.

Talking food and the London Food Scene

Arriving to London 5 years ago was a shock. “So many options in this melting pot” he says. An interesting way to discover food in London is by visiting and tasting street food at food stalls and markets.

Recently I’ve seen more and more local vendors do collaborations with more established brand. E.g. a local pita bread supplier, supplying a nationwide burger brand and the other way around – to make their offering more interesting.

Patrick is a trained “eco consultant” and is autodidact, including ecological approaches in his work for the past 15 years.

“Good food should be produced and distributed in a way that we produce less waste”. Buy less meat (when you do, get it from your local butcher) and more organic products are both simple things that can be accomplished easily.

To overcome the crisis restaurants are facing: dine out!

Patrick’s message is clear “We’ll need to support local businesses and eat out. But when a restaurant has been closed for 5-6 months, people expect the same level of service, but don’t forget that some places lost their well-experienced staff.” An important thing I’ll like to point out is when you book a table is to really GO and avoid at almost all cause to become a “no-show”.

Despite the current pandemic, Patrick has been busy snapping pictures and since starting to work with Revol, he has experienced a re-gain in inspiration.



Revol Porcelain is a French family-owned culinary porcelain manufacturer since 1768, blending tradition with innovation.