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Published: 13 Aug 2013

Food52’s Online Store


US-based cookery website Food52, which fuses user-generated recipes with editorial content, has launched an e-commerce site that lets users purchase kitchen ingredients, accessories and homeware. 

Provisions, which will be incorporated into the main Food52 site, will sell items that complement the website’s recipes and articles, from hard-to-find fruits, grains and spices, to vintage cookware and unique table accessories.

Products will be divided into collections based on an ingredient, product or cooking skill. Each listing will link to related articles and recipes. New collections will be released two or three times a week, and will also link to the site’s editorial calendar, meaning content can be matched with new products.

Selected Food52 members and contributors will act as scouts for new products, and can pin products that they think should be sold on the site to a Provisions Pinterest board. If the item is selected to be sold, Food52 will send the pinner the item for free. 

Consumers are increasingly using technology to enhance their cooking and dining experience. Read more about the growing trend for eating and tweeting in the Global Food Love-In, and Digital Dining and Digitsation of the Supermarket, which form part of the Future of Food industry trend. Tech Recipes explores the digitisation of the cooking experience. 

For further insight into the emerging trend for socially driven retail platforms, see The Social Sell and Collaborations Beyond the Shop Floor.

For more on Food52’s retail strategy, read New Food Emporiums, which explores the company’s manifestation of physical hubs in Whole Foods stores.


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