Melting pot: Cooking the books online

New York – Two food writers are set to produce an online community cookbook.

Food52, created by Amanda Hesser and Merrill Stubbs, will include recipes for every week of the year.

Each week the writers choose cookbook categories and encourage the public to send in their favourite recipes. ‘Home cooks are practical and inventive and these qualities lead to great recipes,’ the authors explain. ‘We recognise talented home cooks by giving them a place to show off their work.’

Each week Hesser and Stubbs select the finalists and prepare the dishes. The public then votes and the winners will go into the book. This is a great way to interact with consumers. In a previous Inform article, LS:N Global explored how brands are increasingly crowdsourcing to find talent.