Food52, a cooking and recipe site backed by Lerer Ventures, has launched Provisions, an online retail space.
The new site is stocked with cookware products, kitchen utensils, spices, etc. The idea is to make Food52 a comprehensive destination for people who love food, said co-founder Amanda Hesser, who previously wrote about food for the New York Times. For example, cookie recipes are featured next to oven mitts for sale in Provisions.
"Provisions is our opportunity to provide our members and visitors with the goods to go along with all of the cooking content we [produce] everyday," said Hesser.
Food52 waded into e-commerce last year with a test store, which gave the startup experience working with vendors and gaging which products users would go for, explained Hesser.
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