From Headlines to Hashtags: How I Became a Food and Drink Influencer Without Realising It

I’ve always considered myself a journalist first and foremost. For years, I covered everything from council meetings and community stories to local events and business launches. 

My notebook and (red!) pen were my constant companions, and my byline has popped up in more newspapers, magazines and websites all over the place. But somewhere along the way, something shifted, and I didn’t even notice it until someone pointed it out.

It happened during a casual chat with a marketing executive after I’d been invited to a new product  launch.

I'd written a review, shared it on my blog, posted links on social media. Nothing out of the ordinary, I thought, just another piece of content for my loyal readers. But she looked at me, smiled, and said, “You know you’re an influencer now, right?”

I laughed. “I’m a journalist,” I replied, “not an influencer.”

But the more I thought about it, the more I realised she was right. I had become an influencer, just not in the flashy, overly filtered way I’d always associated with that title. My blog posts about local cafés, artisan bakers, pub grub gems, new drinks, breweries, vineyards, cheesemakers and seasonal food finds were being read and shared. 

My opinions were guiding people’s choices, where to eat, what to drink, and which independent brands to support. Local businesses were reaching out to me asking if I’d like to try their new menus or sample their latest product ranges.

And it wasn’t just about the blog. My social media accounts, originally just for sharing article links and behind-the-scenes snapshots of life as a journo, had morphed into platforms where people came for food tips, recipe inspiration, and honest reviews. I wasn’t selling a lifestyle — I was living it, reporting on it, and, unknowingly, influencing it.

What I’ve come to realise is that influence doesn’t have to mean a million followers or sponsored trips to Dubai. It can be something more grounded, more real. When I write about a street food stall that’s doing something different, or a family-run vineyard in the British countryside, people pay attention. They trust me because they know I’ve spent years asking the tough questions, digging into the details, and telling the truth.

In many ways, becoming a food and drink influencer has been a natural extension of the job I’ve always done — giving people the information they need to discover and enjoy the world around them. The only difference now is that I get to do it with a bit more flavour.

So, yes, apparently I am an influencer. And while I didn’t set out to become one, I’m embracing it in my own way: journalistic integrity first, followed by a really good flat white and maybe a slice of homemade cake. Preferably locally sourced.

If you’ve got a foodie product, pop-up, or place you think my readers would love, feel free to get in touch. afj_UK@yahoo.com will do the job.

Incidentally, neither image is me. I just used them to illustrate the point I'm making. If you want to be a food and drink influencer, I'll reveal more later.