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We appreciate that pitching is difficult, so here are some tips from us to make sure your pitch for content gets our attention.
26 Oct 2015 - 11:42 AM  UPDATED 30 Aug 2021 - 10:28 AM


Thanks for thinking of SBS Food to publish your work!

Food is not just fuel. It’s love, family, home, emotion, tradition, health, sickness, ethics and money. It’s big business and small satisfactions. If you love creating content based on food and everything it touches on, just as much as you love cooking or eating it, and have a great idea, we’d like to hear from you.

We accept pitches from all types of digital content creators - writers for articles, recipe developers, video journalists and shooters for video packages, photographers for studio and location assignments, and concepts for web series from production companies (if you have a television prop, pitch it here instead). 

We appreciate that pitching is difficult, so here are some tips from us to make sure your pitch gets our attention.

Our content is unlike most other digital publishers because SBS is governed by a Charter. SBS inspires all Australians to explore and celebrate our diverse world. Your pitch needs to touch on issues relevant to culturally and linguistically diverse communities or First Nations peoples. This is very important. (While we do publish content, on occasion, that falls outside of our Charter, keep your pitch aligned to our remit to give it the best chance.)

"I’m trying to get people to be less afraid of their neighbors.” ~ Jonathan Gold

Please browse our site. Nothing cheeses us off more than a generic pitch that hasn’t been tailored to our brand or our audience. Hold tight to this advice from indomitable writer Helen Rosner (which not only applies to articles but to all forms of content): “The best way to be a writer is to read like an editor”.

Don't tie yourself in a knot about pitching a story.

Craft your pitch with a good idea about which section it belongs to on our site



  • We write and produce digital content to support our flagship commissioned food programs on SBS (shows like The Cook Up with Adam Liaw, Food Safari, Destination Flavour and Gourmet Farmer). 

SBS Food (Channel 33)

  • We write and produce digital content for our sister channel, SBS Food (Channel 33), Australia’s first free-to-air 24/7 food channel. Praise be the shows.


  • Bringing the world to your kitchen, with 13,000+ recipes and 3,000 cooking videos from more than 100+ cuisines. What we're cooking (or thinking about eating) at SBS HQ. Do you have a recipe that makes us want to rush into the kitchen and start cooking or baking? #wakeuphungry

"Aboriginal women began grinding grain into flour and baking bread 65,000 years ago - nearly 50,000 years before another woman anywhere in the world came up with the same kind of enterprise, invention and chemistry." ~ Bruce Pascoe.


  • From the Food desk: The latest food news. What's happening on plates locally and around the world.
  • Feels like home: Where family memories, recipes and flavour all collide. 
  • Feaster: Your local insider for just-opened restaurants, cafes, bars, food events, festivals and pop-ups. Feaster celebrates the stories behind the dishes and the people making them – it’s not a review section.
  • Eat well: Feel good and eat better. Separate the food from the fad with our food-related health stories. You’ll need to be an expert in your field or have bonafide qualifications to create content for this section.
  • Play with your Food: What our very own SBS Food editor is playing with in her kitchen.
  • Bite-sized: A round-up of our daily eats and recipe inspiration from our very own catalogue.

We’re after well-crafted, thoroughly researched stories (features, first-person and news articles) and video content that will connect with an online audience from a wide range of age groups and cultural backgrounds. It could be a punchy 400 words or a powerhouse 800-1000 words (although we're mostly publishing pieces in the 500-700 word range); it could be a 60-second clip or 3-minute video story. 

We’re looking for content that excites people about food; that explores current trends or shares insight on food-related events. Stories that engage, challenge or inspire. How a Sydney cafe takes care of the homeless50 years of baklava: That's a lot of filoHow a Cambodian migrant is making Australia’s best pie. These flatmates are feeding the community from their doorstepWhy Grandma pizza is the easy pizza absolutely anyone can make at home. How a baker and his 13-year-old son preserve their Syrian culture through baking bread at a refugee camp.

Be original. Think beyond the obvious - we don’t want story telling us there’s a trend in food. We want to know why that trend matters. Think about how your story makes an issue interesting to people who didn’t think they cared, or excite them to try something new. Do surprise us, make us laugh out loud, and want to share it with our friend and our mother. 

Tell us who you are in a sentence. Attach a few links to your writing.

Have we already covered it? Very important. Fire up Google, or keep up to date with us via Facebook, Instagram, Twitter, our e-newsletters or via our always-reliable RSS feed. Search is all our friends. 

Nail the pitch with a headline. A pitch with a bang-on headline gets us excited.

Be succinct. A well-thought-out two to three paragraphs of your idea will suffice. Be specific about the thrust of the story: What’s the hook? Who's your talent? Please include links to any websites, references or reports.

How is it relevant to an Australian audience? Also very important. We are deeply interested in the world around us but your pitch must have a local angle and featuring the voices on this melting-pot of a continent. 

The images. Still or moving, how will this story best be illustrated? Are you supplying photographs or footage?

If you're pitching a web series, please ensure it is a genuine multimedia concept (not just a prop that got knocked back from TV) that will engage audiences across our digital and social platforms. Right now we're busy snacking in our activewear and supporting businesses where we can given covid-19. Think of this as a wishlist item we hope to support in 2022.

Send your pitches to pitchfoodstory@sbs.com.au. We receive a large volume of pitches every day. Apologies in advance but we won’t be able to respond to every pitch, but if it’s the right fit, we’ll be in touch in a week or two. If your story is time-sensitive, please flag in your pitch.

Yep, we pay. Our rates are comparative to other digital publishers and will be outlined at the time of commissioning.

Look forward to reading your pitches!

Happy feasting, the SBS Food team

Farah Celjo, Managing Editor

Camellia Ling Aebischer, Editor

Rhys McGowan, Video Editor

Mark Mariano, Digital Content Creator

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Overnight bread baked in a cast iron pot

For this recipe you don’t need to preheat the oven. Once you put the pot in, you turn the oven on to full heat and let the delightful smell fill your home.

Black sesame & yuzu biscuit sandwich

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Steve’s moussaka

Moussaka is one of the traditional meals in Greece. It is a dish that needs time and patience to make, so is normally reserved for close friends and loved ones. Poh & Co. 2

Miso raisin brownies

Culinary legend has it that the chocolate brownie was invented by the Palmer House Hotel as a dessert for ladies attending the 1893 World Fair in Chicago. The original recipe featured walnuts and an apricot glaze, and this version is still served at the hotel to this day. Red miso adds an intriguingly salty note to this adored American classic.

Meat-filled pastries (burek)

In Bosnia, pita is the broad term for this pastry which is made with sweet and savoury fillings. Burek is the meat version, but it is also sometimes filled with soft white cheese. This recipe is a great snack.