Why You Need to Build Communities Within Your Community

Encouraging growth and human connection through the power of niche groups

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Food52 is a cooking and home company that acquired two heritage home brands last year: Dansk, a design-forward home goods brand, and Schoolhouse, a lighting and lifestyle goods company dedicated to creating modern heirlooms. While existing under a similar industry umbrella, these brands have varying aesthetics and their own communities of superfans.

Founder and co-CEO of Food52 Amanda Hesser stopped by Adweek’s Elevate: Future of Shopping event and spoke to senior reporter Paul Hiebert to reveal insights about why she believes a brand’s connections to its community will be core to the next generation of retail brands.

Fostering meaningful connections

As a brand that combines community, commerce and content in one place, Hesser said building community has never been about one single channel or strategy for Food52.

“As media itself gets more complex and there are more platforms, we see community in a...



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