Gourmet marketplace Goldbelly is launching a TV channel

When Goldbelly CEO Joe Ariel launched his artisanal meals marketplace in 2013—delivery gumbo proper from New Orleans’s famed Commander’s Palace or noodles from New York’s Ivan Ramen to foodies all through america—he approached the Meals Community with an concept. “I assumed the Meals Community or some previous meals media manufacturers can be nice companions,” he recollects. “They might showcase meals that viewers might then order by means of Goldbelly and eat.”

The talks went nowhere. (As movie critic Pauline Kael as soon as famous: “Hollywood is one place the place you possibly can die of encouragement.”) Within the meantime, Goldbelly has change into an more and more highly effective participant within the meals world. Its e-commerce platform, which sells merchandise from eating places, delis, bakeries, and extra throughout all 50 states, quadrupled gross sales in 2020. Goldbelly grew to become a significantly essential associate for eating places through the pandemic, permitting them to ship ready meals and meal kits to clients when their eating rooms had been closed. A whole lot of eating places started promoting by means of the platform final yr, bringing the entire quantity to shut to 1,000 and Goldbelly has made dozens of them upwards of seven figures. (In Might, Goldbelly raised a $100 million sequence C led by Spectrum Fairness.)

Immediately, eight years after his preliminary conversations with meals media, Ariel is lastly bringing his imaginative and prescient to life with the debut of Goldbelly TV, a video platform for meals e-commerce that capitalizes on the relationships with culinary expertise that he has cultivated since 2013. 


The brand new channel, which launches as we speak on the Goldbelly website, is extra than simply Ariel’s model of the Meals Community. As a substitute, it combines parts of e-learning platform Grasp Class with commerce channel QVC by mixing video tutorials from distinguished cooks with a buying expertise.

“In case you watch meals TV, you may fall in love with a dish you see, however you possibly can’t get it. That is unnecessary,” Ariel says. “We join these dots and allow you to actually eat the content material.” Movies on Goldbelly TV could be live-streamed or accessed by means of a content material library on the positioning, with new movies dropping each week. 

To supervise its new content material arm, the corporate employed TV producer Artwork Edwards, cocreator of TLC’s Cake Boss actuality present. He explains that a few of Goldbelly TV’s content material might be within the type of a travelog. “We’d have a video about a particular neighborhood in Chicago,” Edwards says. Others will concentrate on cooks at work, resembling a video with Nonna Dora, who has been making pasta for greater than 70 years at New York’s legendary i Trulli. Edwards cites the hit Netflix sequence Chef’s Desk, which focuses on cooks and their cooking philosophies, as inspiration. 

Goldbelly TV has already signed on established stars resembling Iron Chef choose Cat Cora, movie star chef Daniel Boulud, and Flavortown’s Man Fieri, however Edwards is additionally interested by showcasing much less well-known names. “We now have established names however we’re extra excited in regards to the individuals behind mom-and-pop retailers who can inform their tales and shine in a totally different method.” To that finish, Goldbelly TV’s roster additionally contains Kristina Costa, the pinnacle baker at San Francisco bakery Tartine. 

Whether or not individuals might be impressed to order meals from their screens the way in which they may ShamWows and Ginsu knives stays to be seen. Goldbelly already connects cooks to new clients—individuals who could not ever go to their eating places, however nonetheless dream of them and order meals from them. “We joke that a lot of our clients are foodies within the boonies, which means individuals a little additional out from huge hubs like New York, L.A., or Chicago, who nonetheless wish to take pleasure in meals from their favourite eating places,” Ariel says. Goldbelly’s new fusion of e-commerce and content material might increase that fanbase even additional.