# Food52: Amanda Hesser

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2021-04-05
- Length: 1h 29m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2021-04-05-food52-amanda-hesser

## Summary

Amanda Hesser, co-founder of Food52, explains how she pivoted from a prestigious career at the New York Times to launching a digital media and e-commerce company with co-founder Meryl Stubbs. After a failed attempt to build a social timeline product called Seawinkle, they bootstrapped Food52 using an author advance, focusing on community-driven recipes and a curated shop to build trust. The company eventually secured venture funding, navigated investor relations, and achieved profitability in 2020, reaching a valuation of roughly $100 million.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-04-05-food52-amanda-hesser#t=0) Introduction: Amanda Hesser and the journey from NYT to Food52
- [4:46](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-04-05-food52-amanda-hesser#t=286) Amanda's family background and early influences on entrepreneurship
- [10:10](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-04-05-food52-amanda-hesser#t=610) Amanda's unconventional path: working in European kitchens and food writing
- [26:05](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-04-05-food52-amanda-hesser#t=1565) Career at the New York Times and the creation of The Essential New York Times Cookbook
- [39:05](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-04-05-food52-amanda-hesser#t=2345) The failed startup Seawinkle and the pivot to Food52
- [50:56](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-04-05-food52-amanda-hesser#t=3056) Bootstrapping Food52: using book advances and building the community
- [1:03:12](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-04-05-food52-amanda-hesser#t=3792) Raising the first round of funding and overcoming cash flow struggles
- [1:13:57](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-04-05-food52-amanda-hesser#t=4437) Series B challenges, investor relations, and achieving profitability
- [1:22:58](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-04-05-food52-amanda-hesser#t=4978) Leadership changes, co-founder Meryl Stubbs' departure, and future outlook

## Topics

- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Crowdfunding & preorders](https://hardwarepodcasts.com/topic/crowdfunding)
- [Fundraising & investors](https://hardwarepodcasts.com/topic/fundraising)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Leadership, teams & culture](https://hardwarepodcasts.com/topic/leadership-and-culture)

## Most relevant to

early-stage companies

## Mentioned

- Food52 (company)
- New York Times (company)
- Seawinkle (product)
- Meryl Stubbs (other)
- Roberta's Pizzeria (other)

## Related episodes from other shows

- [Dip Into Paradise with Founder Emily Edwards](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2021-03-01-dip-into-paradise-with-founder-emily-edwards) (The Startup CPG Podcast)
- [159: Build a Community to Sell Your New Product Invention](https://hardwarepodcasts.com/podcast/product-startup/2023-01-18-159-build-a-community-to-sell-your-new-product-invention) (Product Startup)
- [Founder Feature: Stephanie Berwick of Pastazerts](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-05-23-founder-feature-stephanie-berwick-of-pastazerts) (The Startup CPG Podcast)
- [From Hand Sanitizer to Tomato Sauce - How Sauz Went From 10 Doors to 3,500 in a Year](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-08-29-from-hand-sanitizer-to-tomato-sauce-how-sauz-went-from-10-doors-to-3-500-in-a-ye) (The Startup CPG Podcast)
- [Founder Feature: Dina DiCenso of RIND](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-06-06-founder-feature-dina-dicenso-of-rind) (The Startup CPG Podcast)

## Citing this page

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