Self-described "Fraussie" Stephane Pois believed food should be something to live for, not to die for, as the saying goes.
"Food is all about sharing; that's when human beings really gain something," he said.
With his red beret in place — or black "depending on the mood" — he is a permanent fixture in the Hawkesbury Harvest Farmers Market in Castle Hill and at the Richmond Good Food Market.
"I become like a storyteller to my clients, telling stories about food and the products," he said.
"I grew up in France and got a passion for food and wine from my dad."
Monsieur Pois got the travelling bug at a young age and travelled the world working as an apprentice chef, a sommelier and worked in restaurants awarded three Michelin stars.
He ended up in Australia 21 years ago and now sells a range of quality food made or imported by him through Steph's Gourmet Foods.
"Australia has some brilliant stuff and food appreciation is changing a lot," he said.
"People travel for kilometres to get their beef from the Blue Mountains or great mushrooms from Hawkesbury."
His own range includes a chicken terrine with spices; smoked bacon and marjoram; a duck pate with shallots and double cream; and a tomato and chilli relish. All of these go well with a crusty baguette and some wine, he said.
The Frenchman has always been attracted to the market lifestyle but it's an everyday job that starts at 2.30am on market days.
He transports the food from his commercial kitchen in Newcastle, then sets up the stall.
"But I love bringing the community together and sharing the love for food we have," Monsieur Pois said.