Keen traveller Jess Butler is a self-confessed 'foodie' who launched Newcastle's first guided group walking tour of the city's eateries in April.
A month later, Newy Food Adventures was named "Best New Visitor Economy Business" at the Prosperity Advisers 2026 Newcastle Hospitality & Tourism Awards.
Life has been a bit of a whirlwind for her ever since.
"I was genuinely surprised [by the win], not because I doubted what I'd created, but because of how quickly it all happened," she said.
"The response from guests had been incredibly positive, so I knew I'd created a great experience. I believed in the product from the beginning, but I never expected that level of recognition so soon after launching.
"Winning the award felt like such a vote of confidence and gave me reassurance that I was on the right track."
Butler grew up at Stockton, attended Newcastle High School and studied at the University of Newcastle. She worked in human resources for 16 years before using her savings to start her business.
"I called my business Newy Food Adventures because that's how I see food, as an adventure. There's always something to discover, whether it's a flavour, a story, a technique, or a place you've walked past a hundred times without noticing," she said.
It was a food tour of Leeds in the UK in 2019 that got Butler thinking about starting her own guided food tour of Newcastle.
"COVID was rife in England and we made the decision to return to Australia," she said.
"During our two weeks in hotel quarantine, I registered the business, engaged a graphic designer to create the logo, and secured the domain name. Once we were out of quarantine, we resettled in Australia and life moved on.
"That dream stayed quietly in the background. It wasn't until 2026 that I found the courage to bring it to life."
One night she was watching the local news on television and saw a segment about City of Newcastle needing more bookable tourism experiences, and offering mentorship.
"I reached out to see if another round was happening. Before I knew it, I was registered for Newcastle Food Month, collaborating with Our Throsby."
Butler wanted to offer visitors to Newcastle the opportunity to experience the city like a local. Before selecting any venues to include on her tour, she spent time designing "the feeling" she wanted people to be left with when it was over.
"The reasoning was simple: an experience is something you feel. Guests may not remember every bite or every stop, but they will always remember how they felt," she said.
"Once I was clear on that, I could build the experience around this, combining my experience of food tours, my passion for food, and a local lens."
Each four-hour tour includes direct access to chefs, makers, and behind-the-scenes moments.
"When guests get to chat with a chef or hear the story behind a business, they leave with more than just having eaten great food, they leave feeling connected," Butler said.
"Food tours, for me, are the best of both worlds; getting to see a place through a local lens, discovering its food scene, and connecting with the people and stories behind it."
Diners can expect generous servings throughout the tour, and are advised to show up hungry.
"Great food or beverages are a must, but it's only one piece of the puzzle. I'm looking for venues with passionate owners or chefs who have a story to tell," Butler said.
"I also think about how each stop complements the next. I want guests to enjoy a variety of flavours and cuisines, maybe visit a stop they haven't been to, and ultimately allow the venues to showcase what they are proud of."
She says she noticed a significant change in Newcastle's dining scene when she moved back to the city in 2020 after nine years away.
"For a long time, if I wanted a dining experience that really pushed boundaries, I'd head to the Hunter Valley or Sydney. Newcastle always had a great cafe culture and solid pub food, and it still does, but now there are so many more options across the board," she said.
"For me, the opening of places like Flotilla, The Signal Box, Humbug, Harrison's and Bistro Penny was when I started to see Newcastle differently as a food destination. The arrival of boutique hotels like Crystalbrook Kingsley and QT Newcastle also added another dimension to what was on offer.
"But it's not just about fine dining. What I love is that the whole food scene has grown; the opening of Harris Farm Markets, artisan bakeries, microbreweries, coffee roasters.
"I also love that there are so many great casual eats across the city. Places like Antojitos, Sukimama, Rascal Burgers, Chifley West and Arno Deli are all examples of venues doing things really well in their own way.
"The fact we now have six years of Newcastle Food Month says a lot about how much the scene has developed.
"As a foodie, it's actually hard to keep up! I have a list of new and established venues on my fridge that I'm slowly ticking off, which is a pretty great problem to have. Newcastle has really evolved and continues to raise the bar and I think it's only going to keep growing."
