'Food & Wine' Launches New Recipe Platform 'F&W Cooks'

Combining the power of epicurean influencers, wide social-media reach and a talented staff, Food & Wine launched a new platform called F&W Cooks today.

F&W Cooks is a new multimedia franchise, premiering on FoodAndWine.com and across its social media platforms. Each recipe published on the platform will include a personal story highlighting the inspiration behind the dish, its unique flavors and regional ingredients, often to the backdrop of F&W Cook’s kitchen.

A print crossover column called ‘F&W Cooks’ will appear in late 2019.

The launch includes an exclusive segment from the brand’s special projects director Gail Simmons on its long-form video service Instagram TV (IGTV), featuring her Nanimo Bars recipe.

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Food & Wine recorded record traffic across its social-media channels in December 2018 and will continue to leverage that audience. As F&W Cooks moves forward, it will feature videos on IGTV through a series of weekly releases.

Joining Simmons is best-selling author and food media veteran Ruth Reichl, who will contribute breakfast recipes. Today, she debuts her recipe for orange soufflé coffee cake at Food & Wine’s site.

F&W Cooks will also tap the expertise of well-known professional home cooks and the magazine's editors. Other cooks participating in the launch include Ann Taylor Pittman, Amy Thielen, Javier Cabral and Paola Gonzalez, Klancy Miller, Paula Disbrowe, Ben Mims and Andrea Nguyen.

EIC Hunter Lewis will turn his focus on chef-inspired recipes collected during his travels. Prior to joining the magazine industry, Lewis cooked for chef Jonathan Waxman’s restaurants and brings that expertise to the new endeavor.

Lewis stated: “Each F&W Cook is a food media pro with a particular cooking style and genre. Knit together, their stories, recipes, and featured ingredients will paint a broader picture of how America cooks at home today."

In addition to today’s launch, Food & Wine welcomed several new advertisers in 2019 under publisher Thomas Bair. They include Capital One, GE Café, Crystal Cruises, Miele, Purina , KitchenAid, Francis Ford Coppola, Dewars.

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