TV shows Top Chef and America’s Test Kitchen have both launched their own online cooking programs, and we’ve even see the emergence of the first online professional culinary school. Now a San Francisco startup called Feast is taking a tech startup’s approach to the cooking school.

Feast co-founder and CEO David Spinks doesn’t have a cooking background. Instead he’s online community developer that has created or managed the community portals for the LeWeb conferences, Zaarly, u30pro, BlogDash and Scribnia. He even created a meta-community for community managers called, you guessed it, TheCommunityManager. But after he did some consulting work for online learning startup Udemy, helping it develop its community strategy, Spinks got the idea for Feast.

Spinks said he wanted to apply the same online education methods underlying teaching sites like Udemy and Coursera to create a platform for cooking lessons. In addition, Spinks wanted to anchor those classes with a strong community, not only to address the inevitable questions and problems that emerge when trying to prepare a dish, but to keep students interested and engaged.

Spinks added that he didn’t want to create something dull or overly academic either – not the cooking equivalent of a coding course.

“We wanted to take the entertainment value you get on television, but create a format where you can actually learn,” Spinks said. “There is a problem with the Food Network. It’s entertaining you, but they’re not really teaching you how to cook. They’re selling you a lifestyle. We’re actually trying to get you in the kitchen.”

Last fall, Feast launched its first online cooking course, a four-week class designed to teach basic cooking techniques ranging from knife skills to braising. Led by Feast’s in-house chef Jeremy Umansky, the self-paced lessons use detailed text descriptions and photographs along with numerous videos.

It’s in the community discussions, though, that a lot of the real learning goes on, Spinks said. Not only does Umansky engage with students on the boards, but students interact with one another, often solving problems before an instructor get involves, Spinks said. That student interaction also acts a motivator, helping solve one of the key problems of online learning: retention. In self-paced learning programs such as those offered by Coursera, Spinks said, as few as 7 percent of students actually finish the curriculum from beginning to end. Feast’s inaugural class last winter attracted 75 students, and more than half participated up to the very to its conclusion.

The company’s spring semester starts up next week, offering a new kitchen basics class as well as a new course on vegetarian cooking (both $60 for four weeks). Feast has also begun offering a free mini-course on fermentation where you can learn how to make Kimchi, Korean spicy preserved cabbage.

Feast has also managed to attract the attention of Dave McClure’s 500 Startups, which accepted the company into its accelerator’s sixth batch of startups.

Saute pan photo courtesy of Shutterstock user Fedor Kondratenko

The launch is timely, considering Punchfork is shutting down its API at the end of the month after it was bought by Pinterest. Several sites and apps tap Punchfork’s recipe content and search capabilities – for instance, Punchfork powered Evernote Food’s Explore Recipes feature – so it will soon be looking for an alternative.

Yummly’s API, though, isn’t just a Punchfork clone, said Brian Witlin, the search portal’s new head of platform and mobile. Punchfork aggregated content from member food blogs and organized its recipes on social principles. Yummly on the other hand delves deep into the ingredients, cooking methods and the science behind each of the recipes it categorizes. It teases nutritional data out of its recipes, and its algorithms can even infer if a particular dish will be spicy, bitter or sweet. Users, for instance, can use Yummly to search specifically for low-fat or gluten-free dish options or find meals guaranteed to blow the socks off even the most jaded spice fiend.

“There are so many ways we can slice and dice the data we have,” Witlin said. “We plan to offer even more options in the next couple of months.” Yummly, however, doesn’t yet have tools to replace the social context Punchfork provides its customers, but Witlin said it’s in the works.

Initially customers most likely will use the Yummly API to provide more generic recipe content and search in their sites and apps. One of Yummly’s early API testers, search engine DuckDuckGo, uses the API to answer specific recipe queries, basically extending Yummly’s search portal onto its own site.

But developers will eventually be able to tap into Yummly’s technology to make their recipe and cooking services smarter. For instance recipe aggregation apps such as Evernote, Paprika and BigOven store recipes scrapped from all over the web, most of them drawn from the same sites Yummly categorizes. Those companies could use Yummly’s API to organize their customers personal recipe boxes into much more useful categories.

Instead of sorting your recipe library by generic soup, salad, meat and poultry labels, you could sort them by calorie level, salt use, level of spiciness or any of hundreds of different categories that aren’t spelled out in the recipes themselves.

Of course, Yummly can only sort the recipes it catalogs so any recipe you enter manually or from a site Yummly doesn’t aggregate won’t benefit from the API. But Witlin said Yummly eventually plans to amp up its recipe parsing technology so it will immediately scan any new recipe it encounters, adding it to its database.  When that happens, there won’t be any recipe Yummly can’t categorize, Witlin said.

Featured image courtesy of Flickr user lilivanili

“We want to make you happy. We want to give you food shows with attitude,” said Oliver during Monday’s live stream, adding that the idea was to take some of the most popular food topics online — like cooking chicken — and give them the Jamie Oliver treatment. This will include live shows, recipes from around the world (including street food cuisine) and foodie Q&A time with viewers.

One of Food Tube’s contributors is YouTube cook Barry Lewis.

YouTube started to pour money into original content production when it invested a reported $100 million into channels from Hollywood celebrities, traditional news organizations and YouTube stars at the end of 2011. However, not all of those channels were able to attract significant viewership on the site. In November, news broke that YouTube renewed less than 40 percent of its original channel line-up – a number that is strikingly similar to the renewal rate of traditional TV shows.

Unique about YouTube is what’s working on the site: longtime YouTubers like Phil Defranco have had no trouble finding an audience for their new channels; some outside brands on the other hand have struggled. PandoDaily reported last week that ReutersTV and the Wall Street Journal’s YouTube channel are both not receiving any additional funding from the site.

It looks like Oliver learned a lesson from this: the TV personality is aligning himself with YouTube cooks for his channel. YouTubers like Barry Lewis from My Virgin Kitchen will be regularly contributing to the channel, and Oliver also plans to highlight a number of additional YouTube cooks in a special segment called Jamie Presents.

Punchfork CEO Jeff Miller revealed the acquisition on Punchfork’s website today, though he didn’t disclose a purchase price. Pinterest confirmed Punchfork is its first acquisition in its short history, and given the Pinterest community’s obsession with food pins, it seemed a natural fit for the rapidly growing social network. “People come to Pinterest to find inspiration for their everyday lives and we think Punchfork’s mission aligns with this well,” spokesperson Annie Ha said in a statement.

Punchfork is one of the growing number of recipe aggregation portals on the web, but it’s distinguished itself by building an API which food bloggers and independent recipe sites can tap into to bring their recipes and culinary musings to Punchfork’s growing audience. Punchfork has also developed social and analytics tools that help those bloggers track the popularity of their dishes. While Punchfork has used that API to grow its own membership, it’s also shared it with Evernote, powering the note-taker’s new Explore Recipes function on Evernote Food.

With the takeover, though, Punchfork will shut down its website, mobile apps and API, and the Punchfork team will devote itself to bolstering Pinterest’s already impressive recipe discovery boards.

To give you an idea of how popular food is on Pinterest, community recipe portal Allrecipes.com has reported that in three months after it added a “pin it” button to its pages last summer, 50,000 of its were pinned, generating 139 million impressions. An Experian survey of Pinterest users early last year found that 70 percent of account holders said they pinned recipes and used Pinterest for cooking inspiration, beating out home decorating, fashion and crafting.

Like Pinterest, Punchfork positioned itself as a visually oriented “cooking inspiration” site versus the many more nuts-and-bolts recipe aggregators out there like Paprika, Pepperplate and BigOven. Rather than allowing customers to find their own recipes and store them in their own private recipe collections, Punchfork aggregates recipe content from a broad selection of partners, using its service as a dish-discovery engine.

Other startups have adopted similar strategies. Gojee is even more visually oriented than Punchfork, presenting its dishes in luscious full-screen photos. Evernote competitor Springpad has also taken a page from Pinterest’s book, making the visual organization of recipes a key focus.

In an interview with food blog Serious Eats, Brown gave his thoughts on how social media is changing the way the world approaches the rarefied art of recipe writing. Recipes used to immalleable creations, published in cookbooks and magazines or printed on index cards. But with the rise of the internet and social media, recipes are often adjusted, reformulated and repurposed within minutes of being published.

The recipe, Brown said, has become like open-source code. The programmers in this case are cooks and they’re constantly tweaking and improving the code and tossing it back to developer community. If you want an example just look to Food52, a crowdsourced cooking portal where any given recipe is posted by individuals, but then tinkered with by Food52’s community of cooks.

Brown said that trend shouldn’t just be accepted but embraced to create a new kind of digital recipe. “What if each recipe per se had three paths to completion, and you got to choose your path based on what kind of person you are and how you interact with things?” Brown asked. Apparently Brown has a project that will do just that in the works. I for one am very curious to see what he comes up with.

When Jared Rivera founded Chefs Feed with his brother Steve Rivera in 2011, he was living the foodie dream. He had to fly all over the U.S. to interview some of the country’s most acclaimed chefs for a series of video spots shown for Virgin America, Chefs Feed’s primary sponsor.

He visited 500 restaurants and as you might expect, he got to some pretty amazing food in the process. He also gained 25 lbs. and contracted gout. When he got back to San Francisco he walked on crutches for weeks. “He sacrificed his body for Chefs Feed,” CEO Steve Rivera quipped in an interview with GigaOM.

At first glance Chefs Feed seems like so many other social eating/food porn apps like Foodspotting, Forkly and Nosh. It’s rife with pictures of luscious dishes from acclaimed restaurants, but you quickly notice what’s missing.

There is no way for you or I to upload a dish photo or make a dish recommendation, and the Riveras like it that way. The only people who can recommend a dish are the 600 professional chefs that make up the Chefs Feed roster of curators. From the Riveras perspective, serious eaters want to know where Mario Batali (Babbo, Lupa) eats in New York and what Thomas Keller (French Laundry) eats in San Francisco — not the selections of some random dude with a smartphone and a few too many whiskey sours.

That might sound snobby, but then again “foodie” is just a newer word for “food snob”. Chefs Feed is going after the type of diner that obsesses about their meals, and that audience doesn’t want just anyone recommending what food they eat.

The web and mobile apps have done wonderful things for the democratization of the restaurant review. We’re no longer dependent on an elite group of food critics to tell us where and what to eat. Instead we crowdsource, each of us handing out stars on Yelp and uploading images to Foodspotting. But the Riveras — who ran a restaurant public relations firm before committing full time to Chefs Feed – would argue crowdsourcing has gone too far. By soliciting everyone’s opinion, you really have gotten no opinion at all.

Chefs Feed’s approach splits the difference. Rather than aggregate the recommendations of critics or the masses, it collects the opinions of professionals successful in their craft. For the most part, those chefs run their own restaurants and several are celebrities in their own right — such as Keller, Batali, and Wolfgang Puck — while many would only be known to people who closely follow their local food scenes. A participating chef can recommend and upload a photo of any dish, as long as it’s not one of their own.

When Chefs Feed launched last year it was a pretty bare-bones iPhone app, allowing you to select one of four cities and then giving you a list of dishes from specific restaurants that local chefs had recommended. Since then, Chefs Feed has expanded to 15 U.S. cities and overseas to London, and in October it launched a new version of its iPhone app that adds much more information about individual dishes, chefs and restaurants.

But the new version also adds a layer of social networking, so Chefs Feed users aren’t reduced to passive participants. Only chefs can add new dishes, but users can comment on those choices, communicating with chefs and their friends.

“You can eat your way through San Francisco, and show all of the dishes you’ve tried,” Steve Rivera said. But the app is meant to be more than just a recommendation engine, he added. It’s meant to be a tool for connecting chefs to the public, allowing them to communicate directly with their patrons and fans as well as participate in a larger dialogue with the culinary community in their cities. Chefs aren’t just submitting their own dish recommendations, they’re actively commenting on the picks of other chefs and feedback left by diners, Rivera said.

Ultimately the Steve and Jared Rivera want Chefs Feed to grow into a digital media company, becoming a specialized network where professional chefs will promote their restaurants, food, cookbooks and future plans. The company still has a lot of growing to do, though. Chefs Feed is still only available on the iPhone, where it has been downloaded about 200,000 times. Compared to the food mega-apps like Yelp and Foodspotting, it’s tiny. But Chefs Feed has raised $1 million in angel funding, and it’s not just attracting the attention of some of the country’s most prominent chefs. It’s attracting interest in Silicon Valley tech circles. Former Twitter VP of product Satya Patel and former Expedia CFO Mike Adler have signed on as advisors.

The content for the channel would be produced with a significantly lower budget than Food Network’s TV shows, Madden said. However, the bigger challenge may be to come up with something that actually works for YouTube’s existing audience. “You need a community mindset to do it,” said Madden.

That’s something Food Network has been working on for some time, with a gradually expanding slate of online offerings. The network not only offers complementary content to its TV shows, like the recipes for dishes Bobby Flay and other chef personalities whip up on screen, but also an increasing amount of online-exclusive fare.

There’s Food.com, the user-generated recipe site, there’s an increasing amount of original online video and photography, there are food-centric apps. And then there are experiments like Fodder, a comedy web series starring members of New York’s Upright Citizens Brigade that just launched into season two. For Food Network, it’s uncharted territory, and Madden admitted that the network is still trying to figure out how to produce content that could go viral online.

Fodder: not your regular Food Network fare.

Food Network has done some experiments with YouTube in the past. Earlier this year, it was looking for the Next Food Network Star on YouTube. But the network is getting some competition from one of its former executives on the site: Bruce Seidel, who used to be in charge of programming for the Food Network’s Cooking Channel, is now running a YouTube channel called Hungry for Ben Silverman’s Electus.

For YouTube, a partnership with Food Network isn’t necessarily a slam dunk. The site launched its premium channel initiative about a year ago, giving sizeable advances to some 160 new channels. Since then, some have taken off – but especially traditional media brands with little YouTube experience have struggled to find an audience on the site. Earlier this week, news broke that YouTube is only extending funding for about 30 to 40 percent of its original channel line-up.

Food52 founders Amanda Hesser (left) and Merrill Stubbs

When Amanda Hesser and Merrill Stubbs founded Food52 in 2009 they were looking for a way to create the world’s first crowdsourced cookbook. After 52 weeks (hence the name) of online recipe contests, they had the 140 dishes needed for their cookbook, but they also discovered they had inadvertently created a community of passionate home and professional cooks, all willing to share their recipes and their culinary wisdom.

Since then Food52 has become a premier destination for community-vetted recipes online, but its founders have grown even more ambitious. Hesser and Stubbs want to crowdsource how we actually cook.

In a recent interview with GigaOM, Hesser laid out how Food52 plans to become a central clearinghouse for cooking questions and food knowledge throughout the Web — sort of a Quora or Yahoo Answers for food. The idea is that anytime a cook has a question about a specific recipe, technique or general cooking topic, he or she would be able to ask that question from any cooking website – or from a mobile app or social media site – and get an answer within minutes.

Food52 has already laid out the groundwork with a service called Hotline, which Hesser describes as the Butterball Turkey Talk-Line for any food question. Cooks can ask their questions from Food52’s Website, via Twitter, through its iPhone app, or in its iPad cookbook, the Holiday Recipe and Survival Guide. Anyone can respond, as well as agree or disagree with someone else’s answer, but most of the responses come from Food52’s core membership of 50,000 highly active professional and home cooks (who account for roughly 10 percent of its 500,000 monthly unique visitors).

“Right now it’s a very solid proof of concept within our world, but you can imagine how powerful this could be if we integrated it with other sites,” Hesser said. “We want to distribute what we do around the Web. We’re building a widget that can be embedded in food blogs and sites that would expand our reach to a much wider audience.”

Whole Foods Market is already experimenting with the platform, incorporating the Hotline into a series of local food portals it’s launching across the country, rebranding the service as FoodPickle. Food52 isn’t working with any other companies or sites just yet. First, Hesser said, it needs to refine and scale its platform.

The recipe for the ultimate repository of cooking knowledge

Currently Food52 is only getting about 20–40 questions per day — though during the holidays volumes increase dramatically — a number that’s easily handled by its membership and moderated by the startup’s small staff of eight. In order to support what it eventually hopes will be thousands of questions per day, Food52 is developing an automated system for streamlining the Q&A and process, identifying which questions pertain to a particular field of cookery and pushing those queries to the relevant experts among its members. For instance, a question about a particular sourdough bread recipe would not only go into the overall question feed but would also be automatically pushed to the recipe’s author and Food52’s baking cognoscenti.

Ultimately, Hesser said, Food 52 wants to get every query answered in as close to real time as possible, because people most often have cooking questions while they’re actually cooking. A 20-minute response lag to the question “How do I know when my quiche is done?” doesn’t do you much good if your quiche is already burning.

“Over the Christmas holidays we saved a lot of meals,” Hesser said, but she added that Food52 can do better. “One challenge for us to get that critical mass of activity necessary to get questions answered in less than 5 minutes.”

Next, Food52 is trying to refine how questions are asked. While users can submit general hotline queries via its Web and app tools, Food52 is embedding code into its recipes pages that allows customers to ask questions about specific ingredients, techniques or steps described within those recipes. The engine then loads that relevant information into the posted question itself, making it easier for Food52’s members to provide specific answers. Hesser said Food52 will eventually expand those capabilities to its partners.

Food52 is also building a database of questions and highly rated answers, giving users instant access to a repository of stored knowledge about particular recipes or techniques. The more people use Hotline, the smarter it becomes, Hesser said. And finally, the startup is looking to take advantage of its higher-profile members to provide both authority and nuance to some of the more complex queries fielded by the site. Food52 has designated a group of 10 famous chefs, food writers and cookbook authors such as Michael Ruhlman and Dorie Greenspan as “MVPs.”

“There are a lot of fantastic food questions out there, but some of these questions require experience to answer,” said Hesser, who is no slouch herself (she authored the Essential New York Times Cookbook). “A lot of questions don’t have simple fact-based answers . . . The idea isn’t that what [the MVPs] have to say is necessarily more important than what others have to say, but we do want to add their knowledge to the conversation.”

Hesser didn’t reveal any details about the business model behind Food52’s expansion across the Web, though she did say the plan isn’t to provide a white-label service to other food brands. The New York City–based startup hopes to make Hotline its own pervading presence, drawing more people into the Food52 universe.

Food52 may also face some competition. In a recent conversation, Food Network’s SVP of online brand brands, Bob Madden, said FN is looking to make some big moves in its digital content strategy, including a possible cooking question-and-answer service of its own.

It launched what can only be described as digital interactive coffee table recipe book centered on the theme of today’s hippest dessert: cupcakes. The iPad app (available for $2.99 in the iTunes App Store) is stocked with lush interactive photographs and video, designed to entice the food fetishist in us all, and while it’s full of recipes and instructive lessons, it’s an easy app to flip through, letting you swipe between one tantalizing cupcake image to the next – just like the bound food-porn tomes that grace end tables and bookstore cookbook displays around the world.

The app is slick, which immediately raises my suspicions. In general, pretty cookbooks are a waste of money – the quantity and quality of photographs in cookbooks are usually in inverse proportion to the usefulness of the recipes they illustrate. But Bob Madden, GM and SVP of online brands for Food Network and The Cooking Channel, said his team designed the app to be a useful kitchen aid as well as eye candy. FN filled the app with instructional videos demonstrating baking and frosting techniques and it tested every recipe in FN’s San Francisco New York City test kitchens.

In addition, FN isn’t just repurposing recipes and videos from its TV shows and website for the app. It contains some cupcake ideas from Alton Brown and other network personalities, and it features a section of recipes from its FN program “Cupcake Wars,” but most of its content is original. The photos and videos were shot and the recipes collected, refined and compiled specifically for the app, Madden said.

So is Food Network, which is jointly owned by Scripps Networks Interactive and the Tribune Company, building up a side business in digital cookbook publishing? Not exactly, Madden said. The app isn’t free and it does contain advertising from Food Network sponsors, but ultimately apps like “Cupcakes” — and even FN’s print cookbook business — are designed to promote the Food Network and Cooking Channel brands. You’ll probably see more efforts like “Cupcakes” to create content that exists apart from its TV programming, Madden said, but FN looks at digital content as way to expand the content available to its core TV fan base as well as create niche or segmented content it can’t offer over its cable channels.

I’ll admit, I’m not much of a baker and my tolerance for cutesy cupcakes is low, but this app is impressive. It utilizes the new capabilities of the tablet format well. For instance there’s a frosting section that let’s you scroll through a palette of different icing colors. You tap on a frosting color and a screen pops up detailing the exact proportion of colored gels necessary to reproduce it. We’re starting to see more and more interactive cookbooks designed specifically for the tablet format. Inkling’s digital version of The Professional Chef, Food52′s Holiday Recipe and Survival Guide, and Open Air Publishing’s Mixology are all good examples.

Condé Nast owns the magazine Bon Appétit, the extremely popular food cooking and lifestyle portal Epicurious as well as the Gourmet brand, which no longer exists as a print magazine but lives on as a Web publication and in TV programming and cookbooks. Though Condé Nast didn’t detail its exact plans to integrate ZipList’s universal recipe box service into its own Web portals, it appears to be letting the company maintain its independent status for the time being. Here’s the statement issued by Condé Nast president Bob Sauerberg:

“This acquisition enables Condé Nast to deliver on our commitment to marry quality content and innovative technology, giving unprecedented scale as we focus on creating additional revenue streams in the digital space. … Our goal is to build ZipList as an independent company while collaborating with our food brands to integrate its core technology, and to create partnerships that allow other companies to do the same.”

Like other recipe clipping apps, ZipList allows its users to grab dish ideas they find on different food sites and store them in a digital recipe box. The difference is ZipList doesn’t view itself as a destination site or portal like Paprika or KeepRecipes. Instead it acts as the recipe-saving service and grocery list-generating app for 6,500 food sites and blogs. But rather than keep those recipes and lists trapped in thousands of different mutually exclusive recipe boxes, ZipList has made its box universal, accessible through the same login credentials on any partners’ sites as well as its own Web portal.

That puts Condé Nast in a somewhat awkward position. Presumably it will add ZipList’s universal recipe box to Epicurious and its other Web properties, which means customers will be aggregating and accessing its competitors’ recipes from within Condé Nast’s sites. Likewise, some of Condé Nast’s biggest rivals in the food biz — MarthaStewart.com for one — use ZipList’s service. If they continue to work with ZipList they will do so knowing they’re supporting one of their biggest competitors in food and lifestyle media. It will be interesting to see how Condé Nast walks this line.

Condé Nast’s Sauerberg and Martha Stewart Living president and COO Lisa Gersh will both be appearing at paidContent 2012, May 23 in New York City.