Rita has always given a lot of care and attention to the aesthetics of the table, continually researching new techniques and types of food art. After years of practicing food carving, she began to feel dissatisfied with certain aspects. She realized that food can no longer be thought of as decoration that get tossed in the trash. We need to rethink how we eat and waste less. This doesn't mean, however, that we have to forget about beauty.

With her first blog, A Mouse on the Table, Rita started publishing 100% edible ideas and creations using video tutorials.

As she published videos demonstrating common carving techniques (cucumber radishes, daikon butterflies, carrot flowers, etc), new ideas gradually started to emerge that used not only fruits and vegetables but cheese, cold cuts, sandwiches, and other kinds of food that were generally not considered suitable for edible artistic compositions.

At this point, she felt the pressing need to coin a new term for this philosophy and its innovative approach to food.

That's how VisualFood was born. A term that combines all of the fundamental aspects, from the ethics of food treatment to the beauty of a visual art, all the while allowing you to practice the techniques and have fun from the moment you start.


In 2012, the sole proprietorship VisualFood Design was born. In December 2013, the company VisualFood Srl was created with the aim of spreading this exciting discipline worldwide.

VisualFood is also a registered trademark, from which you can recognize VisualFood Srl activities, products, and collaborations.


Our team is made up of a motley group of individuals who come from very diverse backgrounds. We are united by the common goal of making VisualFood a first-rate company that represents creativity and Italian taste here in Italy and around the world. The ethics that characterize VisualFood permeate all that we do and we all share a particularly strong propensity for creativity. Every team member contributes unique expertise and experiences, along with lots of enthusiasm and friendliness.



In addition to the staff that work in direct contact with Rita Loccisano, there is also a quickly growing network of food professionals who joined our franchising program and earned a Visualfoodist certificate. Thanks to their knowledge of the techniques, tools, principles, and values of the discipline, they can share VisualFood with the public and the ever-growing community of enthusiasts.