Educate & inform your target market with photography

Oct 3, 2022 | F&B-related business articles

A food trend is sweeping across cafes in the Gold Coast, Brisbane and Byron Shire. As a relatively obscure food item, this client needed to educate & inform their target market about it, with pro photography.
Originally gaining traction with health gurus, personal trainers and nutritionists tasked with shedding their client’s winter kilos, this superfood is now going mainstream in the cafe culture. I’m talking about Pitaya – otherwise known as Dragonfruit.


Nick-named for it’s dragon scale-like appearance, the Pitaya comes in two varieties – white and pink. Both taste exactly the same, one stains t-shirts as effectively as a baby with gastro. Both offer a wide range of health benefits.


This client now services the needs of over 100 cafes in the region who are wanting Pitaya for their smoothie and bowl recipes. In just 5 months, their business (based on the Gold Coast), has grown from an idea born while travelling, to a cafe supplier importing the Pink Pitaya fruit by the ton to sell in cafes all over Queensland and New South Wales.


Pleasantly surprised by the rapid popularity of the food, my client needed food photography to market the point of difference of their product (whole, frozen, cubed Pitaya, rather than a pulp), but also wanted images that would show the unique beauty of the fruit itself – which may be unfamiliar to many Australians.
Below are a few samples of what I photographed for them during an afternoon when everything that went on the table came straight off and into my mouth. Good times.


Now THAT’s a happy blending – ahhh – ENDING – ahhh – Dad joke – ahhhh – let’s just leave this article here, shall we?!

A cross-section photo of a pitaya/dragonfruit on a white background


Cubed portions of pitaya/dragonfruit on a white background


A styled image of a pitaya/dragonfruit smoothie on a white timber cafe table


A styled image of a pitaya/dragonfruit smoothie on a dark, low-key slate stone tabletop


A behind-the-scenes photo of a beverage food photography photo shoot by