Some content creators cook for views. Pierce Abernathy cooks for vision.
Pierce Abernathy is a recipe developer and model based in New York City. His background in video production and plant-forward recipe curation make his videos a real delight to watch, and it probably doesn't hurt that he's a model that's walked for Gucci. But here's what makes Pierce different: he's made sustainable cooking feel like the most desirable thing you could possibly be doing.
Pierce has built a community of over half a million across Instagram and TikTok. His passion is rooted in sharing food stories and experiences with others. This shines through in his immersive, plant-forward recipe videos that transform seasonal ingredients into something aspirational. As a recipe developer who focuses on seasonal, plant-forward food with approachable recipes with the goal of inspiring people to cook more, waste less and directly support farms, Pierce has cracked the code on making mindful eating feel effortless rather than preachy.
The brand collaborations tell the story of someone who's transcended influencer status. He works with big clients like Ikea, Food52, and Sweetgreen, and he's even curated multiple food experiences for Gucci's sustainable collection in Tofino, British Columbia. These aren't just partnerships — they're cultural statements that align sustainability with style.
What sets Pierce apart is his understanding that food is theater. Pierce Abernathy, who founded the food collective Aerthship with his friend and collaborator Tin Mai, sits at the center of that conversation. His collective is finding ways to conduct eco-friendly food experiences, fusing food and art, and generally trying to make sustainability aspirational. This is where Pierce separates from the pack — he's creating experiences, not just content.
The press recognition speaks to his cultural influence. Esquire called him "the guy behind some of your favorite food videos" who "can also serve up an outstanding outfit." Food52 featured him sharing his "hottest summer entertaining tips." But the real achievement is how he's redefined what a food personality can be.
Pierce Abernathy doesn't just develop recipes. He develops a new way of thinking about how food fits into a life well-lived.
Follow his Instagram journey.
