Elena grew up in Eastern Europe, close to nature’s rhythms. Seasons, soil, wild herbs, and naturally fermented foods weren’t trends, they were simply life. Fermentation became part of her DNA, long before she realised it would shape her life's work. After moving to London, Elena spent over a decade at Borough Market, immersed in top-quality ingredients, inspired by chefs, and learning how real food supply chains work. Here, her passion for authentic food reconnected with her roots.

In 2014, she built Puntarelle & Co, a heart-led vegetable business where her knowledge in food supply grew stronger, meaningful relationships with customers flourished, and the seeds of a zero-waste philosophy began. Fermentation, a skill inherited from her roots, naturally became part of this journey - a way to honour the harvest, minimise waste, elevate everyday meals and curiosity to take it further.

London Fermentary came next, where Elena’s creativity brought fermentation to new heights. Fusing tradition with innovation, Elena made this brand recognised across the world - proof that soulful, honest food, deep knowledge, beauty and flavours, resonates deeply. 11 years later, out of these experiences, FERMARY was born. A new chapter, where decades of hands-on expertise, deep love for real food, and a vision for modern wellness, and future food, come together.