2026 Truffle Season: putting WA truffles on the national menu
FOOD & WINE · TOURISM · AGRIBUSINESS · EARNED MEDIA
TL;DR
Two campaigns across one season including the first white truffle ever found in Western Australia. Generated landed 90 pieces of coverage and a potential audience in the billions, with close to 11 million people reading, watching or listening to stories.
The Brief
Australian Truffle Traders is one of WA’s leading truffle growers and exporters. Across the 2026 season, Pronto PR ran two connected campaigns: positioning ATT as an industry leader with growing exports while driving truffle orders and hunt bookings, and a shorter push to promote that truffle-hunt bookings had opened early.
A Standout Story - a WA first
The season produced a genuine news event: the first white truffle ever found in Western Australia. It’s the kind of rare story that travels, and it did, picked up by news.com.au, MSN, Yahoo News, Sky News Australia, the trade title Food & Drink Business, major capital-city mastheads, and selected international outlets including the Chinese platform Newsy Today. Tellingly, it was even run by realestate.com.au, a sign the story was strong enough that a property portal wanted it for its own audience.
The Approach
Tailored, outlet-by-outlet pitching across both consumer food media and agribusiness trade press, backed by ready-to-use assets and direct interviews.
- Drafted and issued media releases for both campaigns, namely, increased truffle exports, and WA’s first white truffle harvest
- Ran tailored pitches across food, travel, lifestyle and rural mastheads
- Secured interviews with News Wire, ABC Rural Report, The Senior and WA Good Food.
- Built and maintained the media photo library and managed direct-to-customer EDMs driving exports, online orders and hunt bookings.
Media Coverage Generated
The story ran more than 90 times including in China, with stories in the major dailies across Australia thanks to syndicated articles from News Wire. Coverage included consumer food and travel media, trade press and selected international outlets from Sky News Australia and news.com.au to Food & Drink Business and WA Good Food.
The Headline Numbers
90 total pieces of coverage
10.8M online coverage views
6.7B potential monthly reach (SimilarWeb)
707.7M unique monthly visitors (SimilarWeb)
10.8M online coverage views
55k TV viewers
68.7k coverage views on social
Reach - Potential Audience
The story was syndicated across high-traffic networks, picked up by Yahoo News, MSN, news.com.au and even realestate.com.au and run across multiple verticals. Combined, those outlets draw a potential monthly audience of 6.7 billion and 707.7 million unique monthly visitors (source: SimilarWeb).