Chuck Robinson, Media Watch
Chuck Robinson, Media Watch

Naturipe Farms launched a snazzy new website in late April.

It’s pretty. Poke around it and learn something. One thing I noticed was the prominent role Naturipe’s partnership with recipe aggregator Foodily has in the recipe section.

From Naturipe there is some gorgeous photography of dishes made with berries, all dubbed “our growers’ favorite recipes.”

Hover over the “Delicious Recipes” menu button and pull-down menus for more Naturipe blackberry, blueberry, raspberry and strawberry recipes appear.

However, if none of those temptations does the trick, there is a large box on the page to search the Web “powered by Foodily.”

Naturipe is on top of the curve, using of one of the annointed up-and-comers in the Web universe.

The word “Foodily” is a distillation of “Food, I love you,” the tagline for the search engine.

The company was founded by Andrea Cutright, chief executive officer, who was a Yahoo marketing executive for eight years, and Hillary Mickell, chief marketing officer, who was a senior marketing director at Yahoo for five years.

Foodily culls content from just about every outlet on the Web, such as FoodNetwork.com, Epicurious.com, AllRecipes.com, SeriousEats.com, bloggers and other company websites.

You can filter by ingredients you want to use or ones you want to exclude.

It also automatically rates recipes nutritionally, noting how many calories a recipe has and whether it is high or low in total fat, saturated fat, carbohydrates, sugar, cholesterol, sodium and dietary fiber.

It is slick and easy to navigate.

“We chose Foodily because it is a user-friendly recipe search tool that allows users to compare recipes side by side, refine criteria and easily see nutrition information all in one viewing window,” Kyla Garnett, marketing manager for Naturipe Farms, said.

“Foodily is also connected with Twitter and Facebook, giving the user the ability to share and rate recipes.”

With Venture capital of $5 million in 2010, Foodily launched into cyberspace in February 2011.

Last year USA Today compared Foodily’s ability to search millions of recipes to AllRecipes.com’s offering of 50,000 recipes.

Wide world of the Web

Considering the industry adage that women buy most of the groceries for a household, is it significant that women founded this intuitive recipe aggregator?

Well, the site doesn’t resemble the testosterone-flooded World of Warcraft, for what that’s worth.

It is interesting to note, too, how Naturipe Farms and its berry competitors Driscoll Strawberry Associates Inc. and Well-Pict Inc. seem to have flooded Pinterest, the social media outlet where you can “pin” pictures from the Web on an electronic bulletin board.

About two-thirds of Pinterest pinners are women. I feel a bit girly just wading into the Pinterest pool.

These seem to be worthwhile evolutionary steps in marketing fruits and vegetables.

crobinson@thepacker.com

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