The publisher Food52, a Chernin Group property, has spent the last eight years cultivating a community so engaged that it not only supports the publisher’s commerce efforts––it helps create the products themselves.
In a conversation for Adweek’s Commerce Week, Food52 president Claire Chambers explained how the publisher has evolved into a product juggernaut, with more than 80% of its total revenue coming from commerce. By involving its members in the product-creation process, the publisher has built both a loyal consumer base and a distinct array of cookware that is unlike any competitor in the space.
“We don’t want to emulate what you can find on Amazon, or even William Sonoma, for that matter,” Chambers told Adweek media editor Lucinda Southern.
