"The goal of food52 is both simple and brilliant: to publish a cookbook of recipes submitted online by home cooks. But food52, a website founded by Amanda Hesser and Merrill Stubbs, has quickly evolved into something bigger than its end game. By setting up weekly contests that entice their users to submit recipes, vote for their favorites, and become crowned as winners, Hesser and Stubbs have built a dedicated community of cooks. Their community is engaged, their community is discerning, and most remarkably, their community is providing them with some darn good recipes."
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