If you’ve ever wondered what really makes a journalist open your email (instead of sending it straight to the archive), this one’s for you. 👀

We sat down with freelance food, drink and travel journalist Jonathan Hatchman, whose work has appeared in The Telegraph, The Independent, Condé Nast Traveller, BBC Good Food and more, to get the inside track on what founders and PRs need to know.

Can you tell us a bit more about yourself, your commissions / type of articles you generally write and the publications you write for?

I am a South London based freelance journalist specialising in food, drink and a little bit of travel, but I also do some copywriting and content marketing. I’ve been writing professionally for the past 15 years or so, starting off in music journalism then moving onto food, drink, travel and some broader lifestyle topics, covering everything from restaurants, hotels, product roundups and buying guides through to trends, interviews and long-form features.

Over the years, my work has appeared in publications including The Telegraph, The Independent, The Infatuation, Condé Nast Traveller, BBC Good Food and others. I also ran the food and drink section of The London Economic for seven years, from 2014 to 2022.

A lot of my current work is in food and drink product journalism, so I regularly test and review things like beer, wine, spirits, low/no drinks and kitchen appliances, as well as writing about restaurants, bars, hotels and travel on occasion. I also work on the other side of things, helping food, drink and hospitality brands with social media, copywriting, email marketing, content strategy and recipe development.

What makes you stop and take notice of a food or drink brand pitch when it lands in your inbox?

It starts with the subject line. I sometimes receive hundreds of emails a day and while I do read all of them, I often have to scan through them as there’s just not a lot of time. So grabbing my attention early-on is important. Ideally, it’ll answer three questions: what it is, why it matters and why now? I don’t need a life story or a brand’s entire history in the first paragraph; I just need a reason to care.

The best pitches also tend to understand exactly what they’re aiming for, whether that’s inclusion in a publication I already write for (bonus points if you can recommend a specific section) and also ones that show some research has been done. I don’t expect people to know everything I’ve written, even I forget, but a quick Google search to see if it’s something I’ve covered before/have said I like or hate is something that’s massively appreciated.

I’m more likely to pay attention if there’s a genuinely strong angle or if the subject is something I’m already interested in.

What are the most common mistakes founders and PRs make when pitching products to national media?

Other than addressing it to hey XX or similar (we all mess up sometimes, it happens, but it’s just annoying), the biggest mistake is either sending a generic pitch with no real understanding of the journalist or publication, if applicable. It’s also irritating when stories reek of entitlement, pitched as if the PR is doing you a favour when they’re actually asking for quite a lot for nothing/little in return. If it’s relevant to me and what I’m working on, I’ll do my best to make it fit.

Another common mistake is overclaiming. I get so sick of words like “revolutionary”, and “disruptive”. No only are they often used too much, they’re often irrelevant to what’s actually being described. It’s much more effective to just be specific.

In a crowded food and drink market, what helps a brand stand out from the hundreds of products you see each year?

First and foremost, the product has to be good. No amount of clever branding can really compensate for something that doesn’t taste good, work properly or offer value to readers. Obviously, it’s hard for anybody to know without tasting it, so how it’s pitched does count. Clients will always want you to paint their product in the best possible light, which makes a lot of sense, even if it’s terrible. But if it’s a true standout, tell me why it’s great, share some details or reference points that may be useful, but also don’t expect journalists to fall for everything.

Beyond that, brands stand out when they have a clear identity and a genuine reason to exist. Whether that’s flavour, quality, price, design, accessibility, sustainability, provenance, founder expertise or cultural relevance. But it needs to be easy to understand and have a good story ideally. It’s a hard sell unless there’s something genuinely distinctive behind it.

What information should every founder include in a product pitch to give it the best chance of coverage?

At a minimum, I’d include a short explanation of what the product is; why it’s different or interesting; where it’s available; sample availability; relevant story or background; clear contact details; a link to high-res images. Please, please don’t attach .tiff files to an email.

It’s also useful to include a couple of suggested angles, but they should feel realistic. If it helps make my job easier, especially when pitching, that’s always a green flag.

How important are samples when you’re considering a product for review or inclusion in a feature, and what’s the best way to send them?

Samples are very important, especially for food and drink. If I’m recommending something to readers, I absolutely need to taste it or test it properly. That’s a non-negotiable. I’m proud to have been doing this for over a decade, so I have no interest in recommending something I haven’t actually tasted.

The best approach is to ask first, rather than sending unsolicited perishable products. Having said that, I’m always happy to receive stuff, but that’s not a guarantee that it’ll be covered – whether it’s solicited or not. A short email saying what’s available, when it can be sent and whether there are any storage requirements is ideal.

For drinks, full-size bottles are useful if photography or proper tasting is involved. Many publications now want journalists to take their own photos, which just doesn’t work with miniatures. We’re not being greedy, as journalists we just need to do our jobs properly.

What are realistic lead times for food and drink brands hoping to secure coverage in national newspapers?

As a journalist who works freelance it’s really hard to say as it depends heavily on the publication and the type of feature. Online pieces can sometimes move quickly, especially if the product is timely, seasonal or tied to a trend. Print tends to work a lot further ahead. Where possible I’d always suggest pitching well in advance to make sure you haven’t missed the boat.

Can you share an example of a pitch, product or founder story that really impressed you, and why it worked?

My favourite pitches are the ones were the product, timing and story all line up. Not a specific example, but I love founder stories that involve people truly led by passion. People who quit their jobs to pursue something they really love. When that’s a key part of the narrative, it’s something that’s usually reflected in the product. I find interesting founder stories compelling. Just real people doing real things. 

The best pitches make the journalist’s job easier. They give you the story, the product, the context and the assets without making you work too hard to find the angle.

How has social media changed the way you discover new brands, trends, and products?

Social media has made discovery much more immediate. I often come across new restaurants, drinks, food products and founder-led brands through Instagram or TikTok before I see press releases. It’s also a useful way of seeing whether people are genuinely engaging rather than just reading what the brand says about itself.

Having said that, social media hype and editorial relevance aren’t always the same thing. A product can be everywhere online but still not be right for a particular feature, but on the other side of the coin, some brilliant brands aren’t especially loud on social media but have a genuinely strong product.

For founders, I think social media is useful because it gives journalists a quick sense of the brand world. How the product is used. Who’s buying it. What the tone is. Whether there’s already some community or momentum behind it.

Looking ahead, what trends, categories or consumer shifts are you most interested in covering, and where do you see opportunities for emerging brands?

I’m particularly interested in brands that combine quality with accessibility. Consumers are still willing to spend on good food and drink, but value matters. That doesn’t necessarily mean being cheap. It means feeling genuinely worth the money.

In drinks, low and no alcohol continues to be interesting, especially products that feel adult and well-made rather than like a compromise. I’m also interested in aperitif-style drinks, modern British beer, tequila and mezcal, rum, whisky, and products that bring restaurant or bar-quality experiences into the home.

In food, I think there’s still a lot of opportunity around convenience that doesn’t feel lazy. Great sauces, condiments, pantry products, frozen food, meal shortcuts and products that help people eat well without needing lots of time or skill. I’m also interested in brands with strong provenance, regional stories, immigrant food cultures, proper flavour and a clear reason for being.

If you could give food and drink founders just one piece of advice to improve their chances of earning media coverage, what would it be?

Make it easy for the journalist to understand why your product belongs in the piece they’re writing. That means doing your research, being concise, including the practical details and thinking about the reader rather than just the brand.

Journalists aren’t there to give free advertising. They’re there to serve their audience. If you can show why your product is genuinely useful, interesting, delicious, timely or good value for that audience, you’ll have a much better chance. A good pitch doesn’t need to be pushy. It needs to be clear, relevant and helpful. Following up in ALL CAPS also won’t help (trust me, it happens more than you’d expect).