The website is called "Taste Florence" - http://www.tasteflorence.com/The woman who does the tours is an expatriate American called Antoinette. She is friendly, knowledgeable and informative with a background in Anthropology. She clearly has a relationship with the businesses that she takes you to, but there is no feeling of being required to purchase something at all and the the shop owners are very friendly. The tour is not cheap (I think that it coast about $120-$130 each), but I loved it. It would be wiser to do the tour in your first days in Florence as you are then in a position to use the extra knowledge when choosing restaurants etc.