There are a number of barriers to people affording the essentials to make a meal these days. In the past, food insecurity may have felt like something that only impacted people in truly dire straits. But as recent struggles have taught us, from the COVID-19 pandemic to employment instability and a massive increase in the cost of groceries due to inflation, the ability to feed oneself can become difficult for anyone. It’s no longer as simple as, “What do I want to eat today?” But “What can I afford to have?” for a growing number of people around this country. Add to that the reality of food deserts that many find themselves living in, which also hinder access not just to affordable options but to healthy ones as well.
As part of a new campaign highlighting food accessibility and innovation, renowned chef, author, and restaurateur Kwame Onwuachi, behind acclaimed spots like Tatiana in New York City and the recently unveiled Maroon in Las Vegas, spoke with ESSENCE to share his culinary journey and deep passion for making quality ingredients available to all. He’s recently partnered with Amazon to highlight new efforts to remove barriers to affordable, convenient grocery shopping for low-income families. That includes Rufus. Amazon’s new AI-powered shopping assistant is designed to make meal planning and grocery shopping simpler and more accessible.
Onwuachi recalls his roots and speaks with us about food equity and how technology can reshape how communities access and eat meals.
ESSENCE: What were the essential ingredients in your home growing up that became staples in your cupboard and fridge as a chef?
Kwame Onwuachi: A lot of what I cook today originated from my mom’s kitchen. We always had rice, onions, garlic, thyme; they were the foundations. Even living in NYC means constantly being surrounded by influence. From the Caribbean, African, to the Asian neighborhoods, the city demonstrates how food brings communities together. These essential ingredients have always been about making the most of what we have. Even now, those same staples are at the core of my cooking, only now elevated with experience and intention.
How have your background and experiences influenced the way you think about food equity and the community experience?
Growing up between the Bronx and Nigeria, I firsthand witnessed how access to food can be unpredictable. These experiences have stayed with me and shaped my relationship with food – not just as sustenance, but as a matter of equity. As I’ve grown my career, that perspective has guided my work in fighting food insecurity. Whether through organizations like No Kid Hungry, The Family Reunion, or scholarship initiatives, I’ve tried to create opportunities for people to access nutritious food. Access to wholesome food should not be a privilege, but a simple human right. Food connects us to culture, community, to each other, and everyone deserves the chance to experience that.
Can you speak to the necessity of partnering with Amazon to help more people become acquainted with Rufus?
I’m incredibly proud to be a part of the work that Amazon is doing to make shopping for quality food more affordable and accessible for families nationwide. First, there’s Amazon Access – a one-stop shop for customers to explore programs, discounts, and features that make shopping on Amazon even easier and more affordable. This is especially helpful for customers who want to find information on options like payment with SNAP EBT or Cash EBT, Access Discounts, and more.
Amazon also makes grocery shopping more convenient by offering quality products at great prices, whether you shop online or in-store. Customers can shop with fast delivery, pickup options, or in-store visits—saving time and money so they can focus on what matters most.
And then there’s Rufus, a shopping assistant in the Amazon app and website designed to make shopping more personalized and intuitive. It can answer a wide range of questions at any stage of the shopping journey – from broad questions that inform your weekly grocery list, like “What do I need to make lasagna?” or “What’s an alternative to a Scotch Bonnet pepper?” to highly specific questions about product details, like “How many servings are in this jar of peanut butter?”
For me, partnering with Amazon means redefining accessibility. Amazon grocery makes it easier for people to get what they need, even when they’re relying on SNAP benefits or shopping from healthy food priority areas. When I used Rufus, I planned a grocery list for a small luncheon and ensured everything was EBT-eligible and accessible through Amazon Fresh online. It’s tools like this that give people the confidence in the kitchen and understand that cooking well is never out of reach.
There’s a lot of work still to be done, but I’m thankful to the team at Amazon for being transparent and intentional about providing groceries and everyday essentials at low prices, and creating technology that makes it faster and easier to put food on the table for the ones we love.Food is power, and we have a responsibility to do what we can to ensure our communities are being supported.
With your knowledge and experience, what are some foods/ingredients that some may not think highly of that are affordable/cheap that are estimated when it comes to the impact they have on a dish or the way they can be elevated?
There are so many ingredients that have been overlooked or underestimated, when really they’re the ones that carry some of the deepest flavor and cultural history. That’s always been interesting to me. My work revolves around putting those ingredients at the center and giving them the space they’ve always deserved. I’ve made it my mission to shine a light on that. I always come back to Scotch Bonnet. It’s such a staple in my cooking that if you use it right, it can completely shift a dish. It’s a great idea to keep these kinds of flavor boosters handy, or just look at what ingredients you already have on-hand to elevate your cooking so you can bump up the bite of your dish while still maximizing your budget. Flavorful ingredients like these are available through Amazon, and if you’re using SNAP benefits, you can shop for onions, garlic, thyme, and so much more from Amazon.com, Amazon Fresh Online, and Whole Foods Market where available.
Can technology like Rufus help people feel more confident in the kitchen, especially when working with limited budgets or living in spaces that can feel like food deserts?
Absolutely, and I think this is where Rufus really shines. Growing up splitting time between the Bronx and Nigeria, there were times when access to fresh ingredients was not always guaranteed. You learn to get creative with what’s on hand by stretching flavors. Tools like Rufus take some of that stress away by giving you ideas, inspiration, and guidance to make the most of what you have – whether it’s a small kitchen, a tight budget, or ingredients that feel scarce. Even with constraints, you can make something flavorful, nourishing, and culturally meaningful.
Rufus is designed to make shopping more personalized and intuitive, whether you’re planning your grocery list for the week, searching for an ingredient substitute for a recipe you’re making, or if you need inspiration for a quick, affordable weeknight dinner.
So instead of staring at a limited set of ingredients and not knowing where to start, you can ask Rufus “Can you suggest a dinner made up of SNAP-eligible ingredients?” or “What’s a filling, affordable meal for a family of four?” and it’ll give you personalized, practical answers based on what you actually cook and buy. So for people who are working with limited budgets or living in areas with low access to healthy food, being able to shop on Amazon with that kind of personalized support and pay with SNAP benefits removes so many of the barriers that make quality meals feel out of reach.
You have opened some of the most popular in-demand restaurants. With this topic in mind, do you envision later in your career translating that level of quality and creativity into more accessible spaces, like eateries focused on fresh, flavorful, and healthy food for a wider community, or prepared, frozen meals?
Taking lessons from fine dining: flavor, technique, creativity – and making them accessible to everyone. Opening eateries that focus on fresh, flavorful, and healthy food at a community level, or exploring prepared and frozen meals that maintain quality without compromising nutritional value. I want to create an experience where people don’t feel like food is only for a special occasion. Everyone deserves meals that are thoughtful, delicious, and nourishing.
