What Food Reporters Look for in 2025

What Food Reporters Look for in 2025

The food and beverage space has never been more dynamic—or more saturated. Between TikTok trends, climate-focused packaging, celebrity chef launches, and functional ingredients claiming everything from better sleep to better skin, the competition for food media attention is fierce. If you’re a brand hoping to earn editorial coverage in 2025, you need to know what food reporters are actually looking for now.

The secret isn’t just having a cool product—it’s having a story, a point of view, and an impact worth writing about.

1. A Story Beyond the Product

Reporters aren’t writing product roundups—they’re writing narratives. A new oat milk doesn’t make the cut unless it has something to say about sustainability, accessibility, or taste innovation.

Ask yourself: What larger story does your product represent?

• Are you challenging a dominant ingredient (like ditching almonds for cactus milk)?
• Are you representing an undercovered culture, region, or tradition?
• Are you redefining how food is grown, distributed, or prepared?

“What does this brand reflect about where food is headed?” is a reporter’s favorite lens.

2. Founders With a Point of View

Media loves a compelling founder—but not a rehearsed one. In 2025, authenticity wins. Whether you’re a fifth-generation farmer, a climate scientist turned snack mogul, or a mom solving a mealtime struggle, own that story.

Strong founder POVs help reporters:

• Anchor a profile or Q&A
• Frame a trend piece (“The New Faces of Fermentation”)
• Humanize a complex topic like food equity or supply chain transparency

3. Data That’s Digestible

Reporters love data—but only if it serves the story. Share concise, compelling facts that add context, urgency, or surprise:

• “35% of Americans say they’re trying to cut back on added sugar.”
• “Chickpea consumption has doubled in the last five years.”
• “We diverted 12,000 pounds of produce from landfills in 2024.”

Numbers should support your message, not overwhelm it. Make them snackable—pun intended.

4. Visuals That Don’t Feel Staged

Food is a visual beat. If your images feel overly commercial or generic, they’ll get skipped. Reporters want:

• High-res, natural light product shots
• Lifestyle imagery that feels real (think: joyful chaos, not sterile kitchens)
• Behind-the-scenes or process shots (e.g., fermentation tanks, harvesting, packaging)

Also helpful: branded visuals that editors can crop or reformat for their needs.

5. Ingredients and Sourcing That Matter

“Clean label” isn’t enough. In 2025, reporters care where your ingredients come from—and why you chose them. Hot sourcing angles include:

• Climate-resilient crops (e.g., sorghum, breadfruit)
• Regenerative agriculture partnerships
• Upcycled or zero-waste ingredients

If your sourcing story connects to food justice, local economies, or environmental shifts—it’s even stronger.

6. Trends With Substance

Food reporters are flooded with pitches claiming to be “the next big thing.” What cuts through:

• Science-backed innovation (think: gut health, adaptogens, protein alternatives)
• Chef-driven products or menus that reflect cultural nuance
• Category hybrids that actually make sense (like sparkling teas or savory yogurt)

Better yet: help the reporter frame the trend. Offer other examples, data, or expert takes—not just your brand.

7. Real Impact

Media is increasingly impact-minded. Food brands that can show measurable change—whether it’s community donations, school meal programs, or carbon footprint reduction—stand out.

But impact needs to be real. If your values don’t align with your actions, the story dies—or worse, backfires.

Final Bite: Make Their Job Easier

Food reporters are on deadline. They want brands that are responsive, prepared, and not overly pushy. Want to help them say yes?

• Include a one-pager with founder bio, product info, data points, and image links
• Suggest a story angle, not just a product pitch
• Respond quickly and don’t ghost after interest is shown

The recipe for media attention in 2025 isn’t secret—it’s service, storytelling, and strategy. Give them something real to chew on—and you just might land your next big feature.