Trends analyst and copywriter based in Leeds, UK. Currently creating insight-led content for Green Queen, Hack, thefoodpeople, and others.

Intro

Hi, I’m Nicola — a trends analyst and content writer with more than ten years’ experience in UK and international retail, and almost six years of freelance life under my belt, digging into the ideas, innovations and flavours shaping the future of food. I also specialise in sustainability and climate tech, covering everything from planet-positive product development to the startups rethinking how our food systems work.

Before going solo, I spent six years at Morrisons as a Buying Manager and then a Trend & Innovation Specialist in the test kitchen. The chefs there weren’t celebrities (unlike a few I worked with earlier on in my career), but they were every bit as passionate — and just as entertaining.

Now, as someone who’s equal parts foodie and word-lover, I spend my days turning trends, insights and industry shifts into newsletters, articles, category deep-dives and more for clients including Green Queen, Hack and thefoodpeople.

Services

Trend Analysis & Insight Reporting

I translate emerging consumer behaviours, category shifts and cultural signals into clear, actionable insights. Whether you need a one-off deep dive or ongoing trend support, I help you understand what’s coming next, and what it means for your brand.

Sustainability & Climate Tech Content

From regenerative agriculture to alt proteins and packaging innovation, I create content that makes complex sustainability topics accessible, engaging and credible. Ideal for climate-tech startups, impact-driven brands and anyone working to build a better food system.

Editorial & Copywriting

Articles, reports, newsletters, brand storytelling… if it needs words, I can help. I combine industry insight with a journalist’s eye to craft content that informs, inspires and leaves your audience smarter than when they arrived.

Thought Leadership Development

I work with founders, CEOs and subject-matter experts to turn ideas, interviews and raw thinking into polished thought leadership pieces. Perfect for elevating your voice within food, retail or sustainability conversations.

Category & Product Intelligence

With a background in buying, innovation and retail, I support brands with category scans, competitor reviews and product storytelling. Clear direction, grounded in real retail experience.

Portfolio: A few examples of what I do. Click below to explore.

FoodHack - This Week in Food

ClimateHack - Vol 158

 
 
 
 
 

My CV

I’ve spent most of my career immersed in trends, from forecasting the colours and cuisines customers would love while developing products for Jamie Oliver, to selecting patterns and shapes for homewares during my time at Morrisons. In my most recent role at Morrisons - the first of its kind for the business - I analysed global trends and used them to guide food development across seasonal events and key product categories.

I’ve been writing professionally since 2020 and now work with clients around the world. My core focus is newsletters, interviews and deep-dive trend features, and I also manage social media content for select clients as their established brand voice. I occasionally support on pack copy and catalogue wording. And, as a fluent French speaker, I can translate or create copy for French-speaking markets.

All works on this site are the property of my clients and are featured here with their express permission.