His deep appreciation for nature, sustainability, and traditional techniques led him to co-found SEM with his partner, Lara. At SEM, George embraces a philosophy of innovation through zero waste, where every ingredient is utilized to its fullest potential.

Inspired by traditional preservation methods, he and his team continuously experiment, developing a rich arsenal of flavors. Fermentation, curing, and aging play a central role in his approach, allowing them to extend the life of seasonal ingredients and reduce food waste. He works closely with farmers and producers who prioritize regenerative practices, focusing on soil health, biodiversity, and ethical sourcing.

At SEM, the menu is not predetermined but shaped by what grows in the fields, evolving in harmony with micro-seasons. This dynamic approach fosters a deep connection between the land and the plate, creating a dining experience that is both intentional and ever-changing.

Through his work, George challenges conventional fine dining, proving that sustainability and creativity can coexist, redefining modern gastronomy with nature and responsible sourcing at its heart.