Goldbelly Aims to Reimagine Food Media

E-commerce retailer launches 'food network of the future'
Gina Acosta
a woman smiling for the camera
Goldbelly Aims to Reimagine Food Media
Goldbelly CEO Joe Ariel, left, and Art Edwards, right

E-commerce retailer Goldbelly is launching a video channel that aims to reimagine food media.

The company has created Goldbelly TV, what it calls the first video platform for food e-commerce. The new initiative merges Goldbelly's shopping experience with premium video content from top chefs and food makers all across the country, allowing viewers to order the foods they discover right to their doorstep straight from the video platform. The company also announced that veteran TV producer Art Edwards has joined the company to lead its new production arm, Goldbelly Studios.  

"We've all been enthralled watching food content for decades, yet there's always been a disconnect for consumers. Though you could see the food on the screen, and it could be the most delicious thing you've ever seen, there was never a way to taste it!" said Joe Ariel, founder and CEO of Goldbelly. "With Goldbelly TV, we're finally bringing the idea of 'Taste-o-Vision' to life, giving people the first truly immersive food experience. We are building our vision of the food network for the future."  

Edwards co-created the hit show "Cake Boss" for TLC, producing hundreds of episodes of the series. The success of "Cake Boss" and subsequent spinoffs motivated him to launch Cakehouse Media, which is behind the production of many highly successful lifestyle formats for some of the biggest networks in television. 

"I'm beyond excited to join Joe and the Goldbelly team to launch this groundbreaking initiative and reimagine what the future of food media looks like," said Edwards. "For the first time ever, chefs will be able to connect with their fans directly. You don't have to be a reality show star to tell your culinary story or to cook in front of millions of people. Goldbelly TV is just the first step for us in democratizing how chefs and food makers reach new audiences nationwide  all while making the world a more delicious place." 

The Goldbelly TV content library will feature both streaming and live videos with top chefs and restaurants across the country with a collection of short-form videos highlighting their stories and their signature dishes. Goldbelly Studios is focused on building new means of connection between Goldbelly customers and chefs, enhancing the Goldbelly shopping experience, and empowering chefs, restaurateurs and food makers to share their artistry and passion with the world through video content. delivers more than 10,000 foods from retailers such as bakeries, pizzerias, pitmasters and food markets across the country.

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