Max-Lamanna

Max Lamanna campaigns for a fairer, more sustainable food system, with reducing food waste at home and across the wider industry as his central cause. His work sits at the intersection of practical cooking and environmental advocacy, which sets him apart from most food content creators.

Max Lamanna's content leans heavily plant-based, and he regularly uses vegan and plant-based hashtags across his posts. His food system campaigning and documented visits to fully plant-based Michelin-starred venues like Eleven Madison Park in New York reinforce that plant-based eating is core to his philosophy.

Yes — Max Lamanna is a bestselling author alongside his roles as a chef and food campaigner. His book ties directly into his mission of helping people waste less and think more carefully about where their food comes from.

He does — his TikTok bio specifically states he is learning to grow food regeneratively, suggesting he documents the hands-on side of building a better food system from the ground up. That makes him one of the few food creators covering both the kitchen and the growing process.

Regenerative farming goes beyond standard organic practice to actively restore soil health and biodiversity rather than just avoiding harm. Max Lamanna frames his own journey into regenerative food growing as a personal extension of his broader campaign to fix the food system at its roots.

Yes — Eleven Madison Park features in Max Lamanna's content, and it is one of the most celebrated Michelin-starred restaurants in New York City, running an entirely plant-based menu. The visit fits squarely into both his plant-based ethos and his interest in how fine dining can model a better food system.

#FairOnThePlanet is a tag Max Lamanna uses to flag content tied to his food system campaigning, capturing his belief that eating well should be equitable for people and sustainable for the planet. It distinguishes his mission-led posts from his everyday cooking content.

His content is built around the idea of helping people waste less and cook more — think using up fridge leftovers, stretching ingredients across multiple meals, and recognising what most people throw away as still perfectly cookable. He pairs genuine chef-level technique with an accessible, everyday tone that keeps it practical rather than preachy.

Max Lamanna is based in the United Kingdom, though his audience is split almost evenly between the UK and the United States. That transatlantic reach makes him particularly relevant to food and sustainability brands targeting English-speaking audiences on both sides of the Atlantic.

His largest and most engaged community is on Instagram, where he has built a following well into the millions and drives engagement well above the category average. While YouTube is listed as his primary platform, Instagram is where the bulk of his active content and daily interaction takes place.