Helping restaurants share their stories with customers has been a passion that has motivated Jane Torrance throughout her career.
Jane Torrance began her career in public relations in the early 2000s, where she worked on everything from supermarket openings, think the late Sir Colin Meads’ Trolley Dash in Otorohanga, to working in the glamorous VIP media and industry room at what was then known as L’Oreal NZ Fashion Week. She then spent a decade as a music publicist before making the leap into hospitality.
This career move wasn’t planned; it just happened. After ten years in music PR, having a daughter made touring increasingly tricky, and month-long summer tours were no longer practical. She returned to Pead as a contractor and joined the food team.
She said chefs are a lot like musicians: creative, passionate and full of personality. This made the transition feel surprisingly natural.
Torrance said there are now fewer opportunities to pitch stories than even five years ago.
“I always tell my clients that social media and email marketing should be their top priority, and building their own audience is essential. Traditional PR works best for the big, standout stories, events, campaigns, or restaurant openings.”
One of her biggest mentors is Deborah Pead, who has been a friend for over 20 years. Torrance was only her fifth employee when she established Pead PR, working in a tiny office back when pitches were done mostly over the phone. Torrance said that watching her in action taught her the art of the pitch, tenacity and skills that are invaluable even today, despite business being done mostly by email these days.
Torrance said she was lucky to have worked with so many incredible women and small business owners over the years, so she has never felt they were underrepresented in her orbit.
“Though it would be great to see more female chefs,” she said.
“Some of the women I admire most and have known or worked with for years include Chand Sahrawat, Helen Dorresteyn, Sarah Frizzell, Sophie Gilmour, Mimi Gilmour, Rebecca Caughey and Elle Armon Jones.”
Throughout her career, there have been many highlights that stand out.
“There have been so many memorable moments: working on a project when the late Antonio Carluccio visited New Zealand, collaborating with chef Manish Mehrotra (Indian Accent) on a pop-up with Sid Sahrawat at the now-closed Sidart, and seeing long-term clients grow and thrive. Working with Nadia Lim in the early days of My Food Bag was also a highlight; she’s just as genuine and warm in person as she comes across on TV.”
From her experience over the past decade, there have been many smaller, owner-operated brands and establishments that have always embraced inclusivity.
“For them, it hasn’t been about a conscious shift; it’s just part of how they operate and always have.”
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