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Hey there friends, welcome! I’m Jorja Metcalfe, I’m 30 years old, and I’m the owner and founder of What The Food. And that sentence still sounds so surreal.


I never would’ve dreamed I’d be running my own business. In August 2017 I began my hardest battle to date, and entered treatment for anorexia. Simultaneously, with a nudge in the right direction, I began experimenting in the kitchen, in the hopes of repairing my turbulent relationship with food. The kitchen quickly became the only place I felt safe, a place where the nasty voices were quiet, where I could find my own company bearable.



I went from baking at home for my friends and family in my PJs, to baking in a fully commercialized kitchen supplying local cafes, to renting a space and renovating my own shop front right here in Te Awamutu. This venture has played the biggest part in my recovery so far, and it’s all been down to the outrageous support I’ve received right from the beginning. I honestly can’t express how much of a role you lot have played in helping me find myself again. Giving me an outlet to express all of the feels, the good times and the not so good times, for all of the new friendships and sense of community. For helping me realise I deserve to take up space in a world where I was certain I had to shrink.


We’ve gone through seasons of changes, celebrating the highs and battling through the lows. In mid 2022 I welcomed my real life baby Bindi, that has given my life a whole new meaning. The cutest wee kitchen hand in training, and shop hype baby. It’s very busy trying to navigate this new chapter of my life, but I wouldn’t have it any other way. 


I’d like to thank you all for the opportunity, for giving me the platform to do what I love every damn day, for the orders, reassurance and connections. We’re still here doing it, and I can’t wait to continue to grow and share my journey. From me to you, don’t forget to TREAT YO’ SELVES xxx


Let's be honest, food is one of life's greatest pleasures, yet we live in a society that is constantly giving us mixed messages when it comes to our diet, and ultimately our health and well-being. Here at WTF, we take our gig super seriously, providing the people with unrefined and unprocessed sweet treats, without sacrificing the taste. All gluten free, dairy free, refined sugar free and vegan. A spin on traditional favorites, made with top quality ingredients in their natural state. Healthy eating should never be about deprivation, it's about having fun with food and giving yourself permission to enjoy it. While eating an exclusively whole food diet can be pretty overwhelming and inconvenient, implementing small changes can be hugely beneficial.

And that’s where we can help you!

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We hang out from  at 4 Arawata Street, right at the top of  Te Awamutus’ central roundabout. Our beautiful space boasts a massive kitchen, hanging plants, a mural art wall showcasing all of our treats, with a cabinet of goodies sitting front and centre. Alongside our specialty sweet treats, we open our shop doors on a Friday. Please don’t hesitate to get in touch with us if you have any questions at all, we love a yarn!


Thanks for visiting, we really hope to see you soon!


Pop on in and check out our cabinet full of goodies!

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Got an event coming up? Fancy some delicious treats?

Send us a message to receive a quote.


We supply to a number of local cafes and stores. Send us a message if you would like to become a Stockist.

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