Australia’s newest food and beverage news site launches
Crumb Wire, a news service dedicated to Australia’s food-and-drink culture has launched, founded by PR executive Pallavi Mathur.
Crumb Wire is described on its website as “a daily hit of fast, fresh food news made for the everyday Aussie food lover”.
It aims to make food and drink content accessible, fun, and firmly rooted in food culture — something Mathur feels passionate about.
“It has very much always been a dream,” she told Mumbrella. “It’s the reason I got my degree in journalism, I wanted to be a food journalist one day.”
Mathur, who grew up in India, had many inspirations in her life that fuelled this dream, including one of the best-known Indian journalists of his generation and self-taught chef Vir Sangvhi, and more close to home, family members like her grandmother.
Pallavi Mathur
“With most people that go into the food and beverage business, my Nani’s kitchen is where it very much began for me. She was a brilliant cook, she would make pickles for neighbours and the community and eventually turned that into a small-batch pickle business,” she recalled.
“She left her handwritten recipe books to me in her will after she passed, which was so special. We had that connection, I was always sitting there next to her while she was cooking, and I love that she left me her legacy. This is my way of carrying it on a bit.”
Like her grandmother, Mathur wants to prioritise community with the launch of Crumb Wire.
The site will be entirely consumer focused, with content covering everything from fine dining to food trucks, Australia wide. Across daily news stories, features, listicles, and chef profiles, the culture-driven coverage hopes to resonate with the average Australian, bringing people together.
“I wanted to create something less exclusive. My take on it is food and beverage is egalitarian, food does not discriminate, everybody has to eat. And that’s the audience I want to target, just the everyday Aussie foodie,” she told Mumbrella.
“Australia has such a rich food culture, the industry is pretty great, and I just wanted to be a part of it.”
Mathur is actively building a network to support her long-term strategy, including contributors, advertisers, and industry peers. She anticipates a majority of advertisers will be product based or food and beverage retail related.
“I’m hoping that the content will be good enough to attract some great advertisers,” she said.
She has launched the Crumb Wire after a career across PR, content, and marketing, including stints at Telum Media, the National Library of Australia, Horizon Communication Group, AAP, and Communicate India. Most recently, she was a PR account manager at Clear Hayes.
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