An exciting new digital landscape for food businesses and brands has emerged, but working out how to successfully market yourself online can be a little overwhelming. This masterclass will help you navigate the labyrinth of social media platforms, demonstrate when and why you should use them, and show you how to avoid the most common mistakes.

Social media guru Ed Charles, founder of influential food blog will show you how to ditch the hard sell and start a conversation with your audience that they’ll want to read, like and share.

Social media is just one part of a complete digital marketing strategy. Ed will discuss how to utilise a range of mediums like email, PR, traditional print and review sites to effectively build your brand and business.

Ed will be joined by Kate Olsen, talented food writer, stylist and photographer behind Hey Tucker and Finger, Fork and Knife, who’ll discuss how she built a strong following through a variety of social media platforms.

A tasty supper of local, seasonal produce will give you the chance to break bread with other like minded foodies in your community. The workshop will be held within The Field Institute gallery; a dedicated space to test and explore the complex world of food and farming.


Ed Charles founded his influential food blog in 2005. He regularly speaks and broadcasts on food and social media issues and works with some of Melbourne’s top restaurant brands, chefs and business people. His food writing has been published in The Herald Sun, The Bulletin, The Australian, The Age, Gourmet Traveller, GQ, Selector Magazine, various guides and online for SBS Food.

Kate Olsson has an insatiable appetite for food- talking about it, styling it, cooking it and of course eating it. As a talented food stylist, photographer and writer she brings a  clean, modern aesthetic to her blogs “Hey Tucker” and “Finger, Fork and Knife” that transcends the standard ‘food website’.