The Independent: What I Learned From Pitching Waitrose

Last week, I pitched an article to my favourite food magazine. Inspired by Waitrose’s announcement that plant-based sales had soared 85 per cent, I emailed Waitrose Food‘s editor, William Sitwell, about a new series on vegan food: plant-based recipes, tips from vegan chefs, new ways of cooking with new ingredients. This series wouldn’t just appeal to vegans, I wrote, but anyone looking to eat more healthily and sustainably. The email was sent in a professional capacity, to the email address Sitwell publicises on his website – not, as claimed, a “private email”.

The response I received to my pitch shocked me. It claimed he should instead commission a series about “killing vegans”, to “expose their hypocrisy” and “force-feed them meat”. I responded to the email in a lighthearted way. I tried to engage Sitwell in conversation, to find out why he had such negative feelings about vegans and why he felt that was an appropriate response to an earnest pitch. I didn’t get any answers.

Read the full article over on The Independent.

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