Food blogs may satisfy your craving for food porn, but most lack that instant gratification of a shopping cart and the comforting knowledge that a box of gourmet cookies is on its way to your mailbox and your mouth (rather than waiting at the grocery store in pieces for you to assemble). Likewise, online food shops like Amazon tend to lack the sort of beauty and enticement that would lead to such impulse buys in the first place. What’s a foodie with an itchy clicking finger to do?
Worry no more – Gilt Taste has gone live, and it’s magical. If you want to shop, check out the weekly specials or just browse the categories offering artisan cheese sets, Egyptian Chamomile-infused maple syrup, and hundred-dollar cuts of Mishima Ranch wagyu beef.
But if you need to save your money, head to the Stories section. Only a day in, Gilt Taste is already featuring beautiful food photography, amazing-looking recipes, and deeply interesting articles on mushroom hunting and fracking’s impact on America’s food supply.
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“Gilt Taste is a radical venture,” says Ruth Reichl, who has joined the site as Editorial Advisor. “On one hand it's a showcase for the artisanal products that talented bakers, butchers, candy and cheese-makers are now crafting all over the country. It's a place to meet a new generation of farmers, the men and women who are tilling the land in sustainable ways, saving seeds and raising happy animals. It is a celebration of food, mostly American.”
“But if this was just a catalogue of products—no matter how wonderful—I wouldn't want to be involved,” Reichle continues. So how does one describe Gilt Taste then? Less of a catalog and more of a magazine, treating food not just as a check-mark on a grocery list but as a luxury item just as craveable as any handcrafted candle or pair of shoes on another Gilt Groupe site. You may not need anything on Gilt Taste as much as a gallon of milk or a dozen eggs, but the way it showcases the stark beauty of quality food and pairs it with stories and recipes that engage and inspire, you’ll probably end up wanting it all the same.
