Why Food52 is Launching E-commerce Site Provisions

Discovering the perfect plum preserve recipe and buying the canning tools to make it just became a one-two punch. Today, Food52, the James-Beard award winning crowdsourced recipe community founded by Amanda Hesser and Merrill Stubbs, officially launched a new e-commerce platform called Provisions.

The platform features Food52’s favorite kitchen wares and products. With Provisions, Food52 aims to become a full-fledged lifestyle brand, a place where “cooks can find everything they need in one site, not just info and how-to’s, but the goods that support kitchen life,” Hesser tells me. “We are not forcing the two [commerce and content] together to bolster our [business] model, but rather putting them side-by-side because cooks need recipes and products together.”

via Food+Tech Connect.

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