The sustainability of the food system should be an urgent global objective in a planet facing challenges on how to feed a growing population without destroying its natural resources. In haute cuisine, intricate dishes are hardly the first example of sustainable practices in the food industry. Mapping the creative process of five chefs, from Michelin-starred restaurants, uncovers the dynamics of the creative mind and unveils the chef’s role in changing food habits and purchasing behaviors. Taking the mackerel campaign for sustainable fish consumption in Portugal as an example, the chef’s creative process as a tool for sustainability is discussed in haute cuisine but also to a broader audience at home who identify with the chef as a food ‘celebrity’ to follow.