diff --git a/pkg/jf2/reflect.go b/pkg/jf2/reflect.go
new file mode 100644
index 0000000..cf5e984
--- /dev/null
+++ b/pkg/jf2/reflect.go
@@ -0,0 +1,55 @@
+package jf2
+
+import (
+	"reflect"
+
+	"p83.nl/go/ekster/pkg/microsub"
+	"willnorris.com/go/microformats"
+)
+
+func convertItemProps(item interface{}, props map[string][]interface{}) {
+	sv := reflect.ValueOf(item).Elem()
+	st := reflect.TypeOf(item).Elem()
+
+	for i := 0; i < st.NumField(); i++ {
+		ft := st.Field(i)
+		fv := sv.Field(i)
+
+		if value, ok := ft.Tag.Lookup("mf2"); ok {
+			if value == "" {
+				continue
+			}
+			if s, e := props[value]; e {
+				if len(s) > 0 {
+					if str, ok := s[0].(string); ft.Type.Kind() == reflect.String && ok {
+						fv.SetString(str)
+					} else if ft.Type.Kind() == reflect.Slice {
+						for _, v := range s {
+							fv.Set(reflect.Append(fv, reflect.ValueOf(v)))
+						}
+					} else if card, ok := s[0].(map[string]interface{}); ok {
+						var hcard microsub.Card
+						if t, ok := card["type"].([]interface{}); ok {
+							hcard.Type = t[0].(string)[2:]
+						}
+						if properties, ok := card["properties"].(map[string]interface{}); ok {
+							ps := make(map[string][]interface{})
+							for k, v := range properties {
+								ps[k] = v.([]interface{})
+							}
+							convertItemProps(&hcard, ps)
+						}
+						fv.Set(reflect.ValueOf(&hcard))
+					}
+				}
+			}
+		}
+	}
+}
+
+// ConvertItem converts items based on struct tags
+func ConvertItem(item interface{}, md *microformats.Microformat) {
+	sv := reflect.ValueOf(item).Elem()
+	sv.FieldByName("Type").SetString(md.Type[0][2:])
+	convertItemProps(item, md.Properties)
+}