SideChef began by teaching one uncertain cook what to do next. The useful surprise was that the same instructions could connect dinner plans, grocery carts, appliance screens and the companies that pay to appear along the way.

After a decade spent publishing recipes, shipping spices and learning how platforms fail creators, the FoodSocial co-founder is trying to put community, commerce and dinner in the same place.
Bill and Hayley Staley spent a decade turning a Paleo food blog into cookbooks and a spice line. Now they are building the marketplace they wish they'd had - one where creators, brands and home cooks all get a cut of the table.