Food52 Staff
An Announcement About the Future of Food52
Please join me in welcoming Alex Bellos, my new co-CEO and partner, as we lead Food52 into the future.
Photo by James Ransom
Hello Food52ers—
I have great news to share today!
For a while now, I’ve been weighing the right moment to tweak my role here by hiring a partner to drive the evolution of our company, which now includes Food52, Schoolhouse, and Dansk. That moment is now.
I’m extremely excited to let you know that Alex Bellos will join our company on Monday as my Co-CEO—a role we’ll share for the next 6 months, after which he’ll become CEO and I’ll take on a new leadership role as our Executive Chair.
From Our Shop
I’ve been following Alex’s spectacular career at Williams-Sonoma for a number of years, as he headed up strategy at West Elm, then as he took over Rejuvenation—a lighting company that W-S acquired (and that happens to be on the same street as Schoolhouse in Portland!)—and then as he returned to West Elm as President. Alex is a true talent, and he’s also someone who loves food and design and puttering around his home in the way that we all do! I’m thrilled that he’s joining our team to lead our beloved brands.
Food52 is my life's work, and I'm not going anywhere! Partnering with a leader like Alex will allow me to concentrate on what I do best. Like messing up in the kitchen! And helping design and curate new products for Dansk, Schoolhouse, and Food52. And finding new companies and creators to collaborate with. And interacting with all of you. And dreaming up kooky ideas like The Piglet and the Holiday Swap and the Food52 Games and Mugs52.
We’ve come a long way since Merrill and I started this business in my Brooklyn kitchen, and we couldn’t have done it without you. Thank you, as ever, for your incredible support, enthusiasm, and cooking prowess.
More soon!
Amanda
Written by: Amanda Hesser
Popular on Food52
45 Comments
Celina M.
February 8, 2024
Wow Amanda, Congratulations! I can’t wait to learn more about Alex’s vision and work together in new products. Cheers!
Rhonda35
October 4, 2022
Congratulations! I'm so excited for you, Alex, and the Food52 team & community. Looking forward to more "Amanda Messes Up in the Kitchen" content - my personal fave!
aeben
September 30, 2022
Congratulations! How exciting. Perhaps you could consider bringing back the Piglet. It truly was the highlight of my year in regards to Food52. I miss it and the inspiration it evoked. I always checked out every book and read/cooked through them before deciding which one I would add to my collection. The Piglet was pure genius. Liz
Amanda H.
October 1, 2022
Liz -- thanks for your note and we love the Piglet too! Like many good things, it was a ton of work, so we're trying to figure out if we can bring it back in a way that's still great but that doesn't exhaust our team. :) Stay tuned!
Antonia A.
September 29, 2022
Congratulations, Amanda! I have followed you since meeting you at The Greenbrier for our Symposium for Professional Food Writers which seems long ago. You arrived as one of my speakers…along with your mother…and I thought you were a college girl! You shine brilliantly, no matter whatever you do…and I look forward to watching you evolve. Do continue writing, should that be part of your life choices. Best always, Antonia (Toni) Allegra
Amanda H.
October 1, 2022
Thank you, Toni! I remember this clearly -- I was so honored to be asked to speak at the Symposium! My mom took me to my interview at the New York Times as well; she's a lucky charm. :) Hope you're doing well! xxoA
Inosmellyou19!
September 23, 2022
Congratulations and best wishes to you Amanda and Food52 ! I have enjoyed and learned from your platform as well. I do understand that with all good intentions it is still a business that needs to develop, grow and show profit. Just make sure keep all the great content, creativity and development and your following will continue to grow along with you.
Amanda H.
September 26, 2022
Thank you -- one of the reasons Alex joined is because he loves (and has been part of) our community. We're excited to put even more energy into our content, creative, and development going forward and hope you'll continue following along!
Anneorannie
September 22, 2022
🎉 Congrats! On your growth (Food52)!! Evolution is inevitable but conscious evolution is divine! 😊
Amanda H.
September 26, 2022
Thank you so much for the kind words -- and for being part of our community!
Anne T.
September 22, 2022
Sad day for Food 52. Officially confirmed, Food 52 is a retailer with plans to develop a multi channel platform. As Williams Sonoma no longer tells a brand story focusing on
Chuck Williams, its founder, will Food52 follow its branding and business template? Food 52, cookware, cookbooks,Tabletop, pantry. Schoolhouse, lighting and ??? Dansk, cookware, tabletop and ??? Food 52 has hired new management to fit its new mission and pursue the business of profitable growth, retaining its customer base and enlarging the potential. It all depends on product, pricing, perceived quality and value and customer loyalty.
Chuck Williams, its founder, will Food52 follow its branding and business template? Food 52, cookware, cookbooks,Tabletop, pantry. Schoolhouse, lighting and ??? Dansk, cookware, tabletop and ??? Food 52 has hired new management to fit its new mission and pursue the business of profitable growth, retaining its customer base and enlarging the potential. It all depends on product, pricing, perceived quality and value and customer loyalty.
Amanda H.
September 26, 2022
Hi Anne -- I'm sorry you're disappointed by this news. I'm still here and not planning on going anywhere! Our mission hasn't changed -- we're still aiming to help people enjoy life's most important pleasures: food, home, and connection to others. Schoolhouse and Dansk fit nicely into this mission. I believe there's good reason to build a family of high-quality brands with distinct identities. And I'm happy to have a partner in Alex, who believes in this mission and brings great experience growing home businesses. I agree with you that it won't be easy to do well, but we look forward to trying our best!
Amber
September 22, 2022
I have always loved Food52, but am sympathetic to the people who feel like the focus has shifted from cooking information to products.
Online media has changed in such a way that it’s increasingly difficult to make money on an “information” site. I’ve always assumed that the shop is what made the food content possible, and it was a bonus that the store was well-edited. It struck me as more egalitarian than a subscription model. (And holy cow, I am willing to pay for good content, but I cannot subscribe to EVERYTHING.)
My hope is that in hiring someone to take over operations, Amanda will be able to focus on the things that makes the site unique. More Amanda is always better in my view.
Excited to see what’s coming next!
Online media has changed in such a way that it’s increasingly difficult to make money on an “information” site. I’ve always assumed that the shop is what made the food content possible, and it was a bonus that the store was well-edited. It struck me as more egalitarian than a subscription model. (And holy cow, I am willing to pay for good content, but I cannot subscribe to EVERYTHING.)
My hope is that in hiring someone to take over operations, Amanda will be able to focus on the things that makes the site unique. More Amanda is always better in my view.
Excited to see what’s coming next!
Amanda H.
September 26, 2022
Thanks so much, Amber! I'm looking forward to being more playful and experimental with our content and to keeping our shop well-edited and useful. I appreciate you following along and being part of the community.
Drew
September 20, 2022
Ah, that explains a lot. I've almost subconsciously picked up on a change in Food52's "vibe" over the last year or two, from a curated source for out of the ordinary, sometimes even quirky, quality goods to just another marketing conduit for "lifestyle" brands. You've been swallowed by the Williams Sonoma Generic Upscale Products For Unimaginative Rich People Empire. Um, congratulations, I guess?
Amanda H.
September 26, 2022
Drew -- thanks for sharing your thoughts, and sorry it's not welcome news. I'm not sure this will change your mind but all of our products are handpicked by our Shop team and me, with about 35% of them exclusive to us. Here's an example or two: https://food52.com/shop/products/10086-costa-nova-food52-recycled-clay-organic-dinnerware https://food52.com/shop/products/10098-fall-felt-wreath-garland Also, recently, we started a monthly ceramics drop, where we work with ceramicists around the country to come up with unique designs around a theme like butter dishes or oil cruets. There's a group photo here: https://food52.com/shop/products/10628-see-saw-handmade-ceramic-oil-cruet We have no plans to change this approach to work with great makers around the world and to create products that you can only get at Food52.
Melinda D.
September 19, 2022
I cannot afford any of the merchandise but Kristen Miglore is a gem and I learn a great deal from the site so I will be sticking around.
kasia S.
January 29, 2024
HI Amanda, is Kristen Miglore still at Food52? I miss seeing new videos from her.
Amanda H.
January 30, 2024
Hi Kasia, she's not but I'll let her know -- she'll be glad to hear this!
Heidi
September 19, 2022
Where is Merrill?
Amanda H.
September 19, 2022
Merrill stepped away from the day to day in 2020, but she's still on our Board and advises me a bunch. We've having breakfast this week in fact!
Heidi
September 23, 2022
Good to know.
Your success is so impressive and well deserved.
Love your whole vibe.
The website content keeps getting better and better and your product selections are incredibly tempting.
Congrats, you have your finger directly on the pulse of your
core audience.
Your passion and
incredible marketing abilities will continue to move your company forward.
And I’ll be happily along for the ride!
Mr. Latte married a winner!!
-hb
Your success is so impressive and well deserved.
Love your whole vibe.
The website content keeps getting better and better and your product selections are incredibly tempting.
Congrats, you have your finger directly on the pulse of your
core audience.
Your passion and
incredible marketing abilities will continue to move your company forward.
And I’ll be happily along for the ride!
Mr. Latte married a winner!!
-hb
MLHE
September 18, 2022
Change is always happening, and here is more evidence. The tone of Amanda Hesser's letter seems happy and positive, and I'm sure Alex Bellos is thrilled to take on a new position. I've been following Food52 for at least seven years, and it's just part of the definition of a Sunday in terms of consistency: never boring, always bright, fresh, and well balanced with videos, nice photography, well-edited text. I appreciate it in the weeks where not much appeals, and I really love it when I'm able to "make a find" that enhances a recipe, shows me a new or better product, entertains (Kristen Miglore is an always-watch), or informs. Congratulations, thank you, and onward with the changes.
Amanda H.
September 19, 2022
Hi MLHE -- thanks so much for your note. We value evolution and I'm really glad that you, too, see it as a positive! Thanks for hanging around with us!
Smaug
September 18, 2022
I do miss the old cooking site- it wasn't awfully dependable but it did have a positive spirit- but they're pretty much all gone; even Serious Eats is much more about merchandising than information these days. Food TV has degenerated to the point that almost none of it is even tolerable, newspaper food sections have abandoned cooking information in favor of endless restaurant and cookbook promotion, the cookbooks get ever sillier. America seems to have lost all respect for doing things for oneself, and I suppose the rest of the world is headed the same way.
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