Telum Vox Pop: How does your publication cover food content?
Chloe Arentz

Food is a major part of Kiwi life, bringing communities together and celebrating cultures across the nation. Food journalists across Aotearoa (New Zealand) are highly-skilled in providing fresh and exciting content for their ravenous audiences. From magazines to online publications, catering to Aotearoa's appetite for quality food content is a full-time gig. 

To understand one of the most envied jobs in the industry, Telum spoke to food editors across Aotearoa about how they cover the sector and what they want to see in a PR pitch. 

Vicki Ravlich-Horan, Managing Editor of Nourish:

Describe Nourish's editorial approach to food content
Nourish is all about fresh local flavour. Our focus is always local and seasonal and our philosophy is if you start for real food you can’t go wrong.

What’s your favourite kind of food PR pitch or invitation? 
One that has taken the time to understand who we are and how it would work in and for Nourish.

If you could only eat one food for the rest of your life, what would it be? 
That is possibly one of the hardest questions I have ever been asked. If it was two, it would be great bread and butter (spot the Waikato Lass!).

Kelli Brett, Editor of Cuisine:

Describe Cuisine’s editorial approach to food content
We design our content to break down the barriers between industry stakeholders and lovers of food and drink. As a result, our brand is approachable, authentic, and effective. We interact personally on our pages, in our newsletters, online and on social platforms, in podcasts, and at innovative events to foster deep connections with our audience. Our audience is intelligent and curious, wanting to challenge, debate and ultimately make informed choices. They cook for pure pleasure rather than just for survival.

Ethical journalism that is fair and balanced is crucial as we create, curate and polish. There is a danger that, as audiences are exposed to more global content produced on a grand scale, they will stop connecting with their own culture and stories. Cuisine is much more than just wine and recipes. We build that sense of interpersonal connection that is the very essence of cooking and inspire a broader sense of possibility for all of us.

Our people, our stories, our food... an additional point of difference for Cuisine amongst food magazines, is the content that tackles the big stories of our food culture: sustainability of our food species, the issues facing the hospitality industry, the focus on innovation, creativity and food ideas that are outside the box. We provide both inspiration and aspiration.

What’s your favourite kind of food-related PR pitch or invitation?
One that is not one size fits all and demonstrates that the person behind the pitch or invitation has actually read Cuisine. I take our responsibility to drive important conversations seriously. Sending me a muffin or a cheese scone recipe or suggesting that you can hook me up with a chef or give me a free meal is not going to be enough to get my attention.

I’m looking for inspiration and aspiration, and ideas that can elevate the ordinary - from New Zealand to the world.

If you could only eat one food for the rest of your life, what would it be?
I'd rather impale myself on the nearest sharp object.

Maggie Wicks, Editor of Be Well (New Zealand Herald):

Describe Be Well’s editorial approach to food content
Be Well looks at food from every angle - new foodie openings, how to's, products that our readers will want to know about, and the personalities behind your favourite restaurants. But our mainstay is offering recipes that answer that everyday question: "What is for dinner tonight?" Online, we offer readers an archive of more than 10,000 recipes, and our pages aim to inspire readers to get cooking. Nothing too complicated or niche - just delicious, (usually) nutritious and doable.

What’s your favourite kind of foodie PR pitch or invitation?
Personally, I love to feature local products as much as possible, and give a shout-out to small businesses where possible. We don't always have the space to feature as many products and events as we would like to, but it's always helpful to know what's out there, so I can keep an eye out for opportunities.

If you could only eat one food for the rest of your life, what would it be?
That's tough! I'm a bit obsessed with well-balanced sharp flavours at the moment - if it's smothered in a delicious vinaigrette, I can't stop.

Jean Teng, Food Editor at Metro:

Describe Metro's editorial approach to food content

Auckland has a thriving food and restaurant scene, so at Metro we try to convey that in a way that's useful to our audience. Through our Metro Eats newsletter, we're able to package all the bits and pieces that make Tāmaki what it is, and we always want to expand this beyond the usual PR-friendly spots that may get coverage through other avenues. It's much the same for our quarterly print issues: alongside our regular Top 50s, we aim to address food trends and issues in ways that are both fun and frothy and serious and thoughtful, often side by side. We want readers to feel like food and restaurants really matter in our cultural landscape.  

What’s your favourite kind of foodie PR pitch or invitation?
That's a hard one. Of course, I'm naturally drawn to things that personally interest me but in more generalised terms I tend to like it when the email comes from the restaurant or business themselves, or with obvious involvement from the owners. Passion and genuineness are very easy to get excited for. 

If you could only eat one food for the rest of your life, what would it be?
If by food this means ingredient, then I would hands-down go Survivor style and only eat rice for the rest of my life; it's the accompaniment to all my favourite dishes. But if we're talking death-row meal, then definitely nasi lemak bungkus, which is a Malaysian dish of coconut rice, sambal, fried anchovies, peanuts and slices of cucumber wrapped up in banana leaf, with a side of fried chicken. I'd eat that every day.

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Telum media database

  • Kelli Brett
  • Maggie Wicks
  • Jean Teng
  • Vicki Ravlich-Horan
  • Telum Media
    9 contacts
    31 media requests
  • Metro (New Zealand)
    3 contacts
    2 media requests
  • Cuisine
    5 contacts
    2 media requests
  • Be Well
    1 contacts
    2 media requests
  • nourish (New Zealand)
    5 contacts

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