When I decided to add localized newsletters to The Food Section, my idea was to give talented food journalists a version of what Substack offers its users.
Namely, I would handle all newsletter-related tasks, save for the writing, in exchange for a revenue cut. Because bureau chiefs wouldn’t have to fuss with the logistics of publishing, they could spend their time on reporting, engaging with readers, and promoting stories, thereby turning their city-based newsletters into successful businesses under The Food Section banner.
Of course, the correspondents I brought on board responded to the opportunity much as I did when I first started out with Substack. They wanted to practice journalism, not sell subscriptions. What motivated them was uncovering stories and collaborating with an editor. I should have seen this coming as someone who feels the same way, but those things meant more to them than money—which was unfortunately at the heart of the system I’d devised.
For example, I put in place an elaborate incentive system, including cash bonuses for reaching various subscriber counts. Each month, I sent out sales reports so bureau chiefs could see how they stacked up against the other correspondents, and how close they were getting to a payout.
I say this with the highest admiration for Davina van Buren (West Virginia), Mark Blankenship (Nashville), and Rebecca Holland (Baton Rouge). They couldn’t have cared less.
The model I tried might work for The Food Section one day, but probably not until this publication can afford to prop up its city operations with advertising or sponsorships. Until TFS has its own sales team, we’re going to take a different approach to localized coverage.
What I learned from the bureau chiefs is they’d rather work together than compete. So, going forward, TFS will publish a single city-based newsletter produced by a rotating cast of bureau chiefs, much as members of our new drinks team are taking turns with their newsletter. Every Wednesday, All-Access subscribers will receive a newsletter devoted to one of four locales.
I’m making this overly complicated, so here’s a visual representation of what I mean:
OK, that covers what and when. But how about the who and where of the city-based newsletter?
I’m so excited that Mark and Davina will continue to provide their top-notch reporting, accounting for two weeks in the monthly rotation. (As some readers may recall, Rebecca went on maternity leave this summer, and she’s decided not to resume her bureau chief role.)
And I’m equally excited to announce they’ll be joined by correspondents in Asheville and Atlanta, two cities crying out for TFS coverage.
Please help me welcome Emma Castleberry and Sheeka Sanahori to The Food Section fold; I’ll let them introduce themselves below.
But, before I do, please remember this kind of growth is made possible by subscription revenue. If you’re able to purchase a subscription, it would mean a lot to me—and The Food Section’s nine correspondents, including members of our new drinks team, who have independent journalism to do.
Emma Castleberry | Asheville
With a background in journalism and keen eye for detail, Emma has carved out a niche in the food writing world. Her stories reflect her belief that food is not just sustenance but a vital connection to culture, history, and community, from investigating the dynamic and often exploitative nature of food festivals to profiling the unlikely story of a Thai-born chef who found a new home in WNC. She considers herself a connoisseur of classic cheeseburgers, and she’s a sucker for a well-made negroni.
Raised in Alabama on the rich food traditions of the Deep South, Emma is now firmly embedded in the culinary community of Asheville, where she’s lived for eight years. In her newsletter, she’ll cover everything from the latest pop-up dinner series to whether those dive bar pierogies you’ve been hearing about are worth a trip to the edge of town.
Asheville is well-established as a food city, and TFS: Asheville newsletter won’t cover the roster of popular James Beard award-winning restaurants and chefs—you can get that somewhere else. Instead, you can expect intimate deep dives into the culinary people and places you don’t know, but should, and profiles of restaurants tucked into strip malls and side streets beyond the perimeter of Asheville’s downtown district. TFS: Asheville will provide a new lens for locals and a perfect palate tease for visitors. She’s got big plans—come along!
Sheeka Sanahori | Atlanta
Sheeka grew up in metro Atlanta, graduated from UGA, and spent her first two years as a semi-adult working as a local reporter in Macon, Georgia. She spent the next decade-plus doing stints across the South (in Greensboro, North Carolina, Charlotte, and Franklin, Tennessee) before coming back home to Atl — err, Decatur. Sheeka loves writing about food, heritage travel, and history, and has written about these topics for The Food Section, National Geographic, The Washington Post, and more.
Sheeka writes and produces videos for a living, but somehow squeezes in time for a few extracurriculars in between work and shuffling her son to and from school. She likes to grow medicinal herbs in her home garden, while conveniently ignoring the overgrown patch that is her backyard. You can find her buying lamb sausage and coffee at the Dekalb Farmers Market. Fun fact: she once gathered three generations of her family to take family photos on the patio benches in front of the Farmers Market, as the Saturday morning crowd lined up for the store’s opening.
Sheeka would love to hear about all your Atlanta food hot takes. Find her online at @sheeka.sanahori on Instagram, and @sheekajs on X and TikTok.
Great article! Thanks for sharing.
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