Focus on Essentially Catering with editor Nicola Belfrage

Nicola Belfrage is the editor of Essentially Catering, a new launch which provides a broad spectrum of news, advice and ideas designed to help professional caterers from across the industry in all aspects of their business.

The quarterly title, to be published in February, May, July and October, has a circulation of 50,000 copies, with readers’ establishment ranging from hotels to nursing homes, and ethnic restaurants to fish and chip shops.

In this Focus Nicola Belfrage gives more detail on its readership and content.

About the publication:

When was Essentially Catering launched?
9 November 2007.

Why did you decide to launch the title?
Published by cash & carry giant Bestway & Batleys and with a circulation of 50,000 copies, the title aims to help, support, advise and provide information to caterers.

What subjects and kind of content do you cover?
Industry and business news, caterer and restaurant profiles, legal issues, recipes, events, health & safety advice, marketing tips, competitions, special seasonal ideas and opportunities, drinks, letters, county profiles, equipment news. Plus a whole host of other issues and advice aimed to help caterers in all aspects of their business.

Who is it aimed at?
All caterers working in establishments as diverse as pubs, clubs, hotels, bars, restaurants, cafés, fish and chip shops, guest houses, nursing homes, specialist ethnic restaurants (Indian, Chinese, Italian etc.), fast food restaurants and vans.

Will you produce a features list?
Yes. Our aim is to be as informative as possible. As we cannot claim to be omniscient, we look forward to relevant information being submitted to enhance quality and content of articles.

About PRs:

Do you work closely with PRs or do you keep them at arm’s length?
I am very happy to work with PRs whose clients can enhance the publication.

What’s the best starting point for a PR who wants to tell you about their client?
Probably by email on

What information/input from PRs is most useful to you?
It depends what I am using them for.

Do you have a PR pet hate?
Yes I certainly do. While the vast majority of PRs are excellent, stick to deadlines etc, I have come across a couple who, quite frankly, are a complete waste of space. Never return calls, never supply copy when they say they will and completely misrepresent their client. I recently had one fairly major PR telling me their client didn’t manufacture a certain item – which was complete rubbish. I wonder how big their wasted retainer is …Yes that is my pet hate. Charging huge retainers and providing no service for their client.
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