NewFish Pāua Saucisson

NewFish was a New Zealand food startup reimagining what could be done with the ocean's most underutilised species. Working with multi-award-winning chef Vaughan Mabee, food scientists, and research institutions, the company developed world-first products — most notably the Pāua Saucisson, a naturally fermented French-style salami made using every component of the pāua — positioning New Zealand seafood as a premium, globally relevant ingredient category.

Eleni led brand strategy and communications from the early platform stage, working closely with the founders to shape the company's narrative across investor, media, and consumer audiences. The core challenge was translating genuinely complex science and provenance storytelling into something compelling and accessible — for everyone from venture capital investors to food journalists to restaurant diners.

Her work spanned brand positioning and messaging, media and PR, investor communications support, and stakeholder engagement with chefs, research partners, and distribution channels. NewFish products were placed on Air New Zealand's Business Premier menu for its inaugural Auckland–New York ultra-long-haul flight — one of the brand's most significant early proof points for international premium positioning.

"The new, sustainable seafood start-up committed to tackling big problems with creativity and collaboration." — Denizen Magazine