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Fast Company reports that Goldbelly, which has developed an online platform featuring products from almost a thousand restaurants and retailers, plans to launch a TV channel on which its purveyors can show shoppable videos.

The goal, according to the story, is to become "the QVC of artisanal food."

Here's how Fast Company frames the development:

"When Goldbelly CEO Joe Ariel launched his artisanal food marketplace in 2013 - shipping gumbo right from New Orleans’s famed Commander’s Palace or noodles from New York’s Ivan Ramen to foodies throughout the United States - he approached the Food Network with an idea" - to showcase the restaurants and retailers on his site and empower viewers to order their products.

"The talks went nowhere. (As film critic Pauline Kael once noted: 'Hollywood is one place where you can die of encouragement.') In the meantime, Goldbelly has become an increasingly powerful player in the food world. Its e-commerce platform, which sells products from restaurants, delis, bakeries, and more across all 50 states, quadrupled sales in 2020. Goldbelly became a particularly important partner for restaurants during the pandemic, allowing them to ship prepared meals and meal kits to customers when their dining rooms were closed. Hundreds of restaurants began selling through the platform last year, bringing the total number to close to 1,000 and Goldbelly has made dozens of them upwards of seven figures … Today, eight years after his initial conversations with food media, Ariel is finally bringing his vision to life with the debut of Goldbelly TV, a video platform for food e-commerce that capitalizes on the relationships with culinary talent that he has cultivated since 2013."

This new channel, Fast Company writes, "is more than just Ariel’s version of the Food Network. Instead, it combines elements of e-learning platform Master Class with commerce channel QVC by blending video tutorials from prominent chefs with a shopping experience. You can watch sisters and Mimi Cheng’s founders Hannah and Marian Cheng make zucchini dumplings, and then order them online to enjoy at home."

KC's View:

Repeat after me.

It is critical, going forward, for retailers to be more than a source of product.  They need to be a resource for consumers.

It is in providing proprietary content - delivered both in-store and online - that retailers can differentiate themselves in the marketplace.

Which is what Goldbelly seems to be doing both for itself and its clients/purveyors.