Eric G. Thorkilsen
Resident Eric G. Thorkilsen, a former 30-year vet of Time Inc., has launched a new New Canaan-based company — Lifestyle Media Partners — which will develop revenue and distribution streams for existing trademarked brands.
The company has recently formed Edible Media, a new concern catering to food enthusiasts and built around Edible Communities, a culinary franchise best known for their print publications, as well as their branded, local websites that celebrate the farm to table movement.
With this alliance, the Edible brand will now go national anchored by a new online destination, EdibleFeast.com, as well as a new PBS TV series inspired by the long-running PBS program, “The Victory Garden.” The new 13-week series, “Victory Garden Presents: edibleFEAST,” will feature all-new content along with “fan favorite” segments from the iconic series.
Why launch?
“More than half of my career was spent creating and building multi-platform lifestyle brands like Martha Stewart Living and This Old House, as well as similar kinds of business development with the lifestyle brands at Scripps (HGTV, Food Network, etc.),” said Thorkilsen, the father of two sons at New Canaan High School, who met his wife, Melissa when they both worked at People magazine in the late 80’s.
“Back in 2008, I saw the opportunity to do this kind of work with my own team, rather than continuing to do it ‘intra-prenurily’ within corporate structures,” Thorkilsen said.
“Fairly early on, we discovered the Edible brand, and began a conversation with the founders about how to build greater audience and value for the brand with our multi-platform approach. Like Martha and TOH, Edible attracts an upscale audience that seeks quality information and inspiration, and is a leading brand in what has become a consumer interest with significant scale. Research says that more than 70 million adults are avidly interested in local food and related topics, so there’s a real opportunity to extend the reach and impact of the brand.”
Edible Media’s new slate of media offerings is anchored by the launch of EdibleFeast.com, an online destination that will showcase Edible Communities’ award-winning content to engage a national audience in a way that hasn’t been previously available. The site will offer recipes, tips and techniques, photography and features like “Edible Traditions” and “Farmer’s Diary.” In addition, EdibleFeast.com will feature culinary content from foodie favorites like Taunton’s Fine Cooking, Food52, Local Harvest, The Perennial Plate, Punk Domestics, Sixburnersue, Nourished Kitchen, Diary of a Locavore, Hand Picked Nation, and Fairfield Green Food Guide.
Although the company is still in the early weeks of launching EdibleFeast.com, Thorkilsen told the Advertiser that reactions have been very positive, traffic is growing, and new features and functions are being added to the site each week.
“The TV show will have a special preview launch on the PBS Create channel later this month, to be followed by a full national roll-out later in the quarter,” Thorkilsen said.
Produced in association with WGBH, Boston, who also handles distribution for the series, the program brings a new point of view to the sustainable movement and will feature all-new segments as well as content from the original “Victory Garden” franchise.
Although the headquarters for Lifestyle Media Partners and Edible Media is here, Thorkilsen said his team is operating on a very virtual basis.
“We have key personnel based in various markets across the country, including more than 80 different Edible publishers focusing on discreet local markets in the U.S. and Canada.”
The newly assembled and experienced management team includes Varanya Vadakan, CEO and CFO of Edible Media, and Brian Quinn, who will serve as Chief Revenue Officer for Edible Media. In addition, award-winning publishing and Internet maven Susan Wyland will take the helm as Chief Content Officer for EdibleFeast.com.
“I have been privileged to work with some of the best in business over the course of my career and I am thrilled that so many of them have decided to join me in this venture,” said Thorkilsen. “I have tremendous faith in the highly skilled and experienced team we’ve put together. From Varanya and Brian, who are simply among the very best at what they do, to Susan, who not only brings a tremendous depth of knowledge and experience to the table but also a deep understanding of the audience we are aiming to serve.“
“With more than 52% of consumers saying that ‘local’ is more important than ‘organic’ when it comes to sourcing ingredients, it is clear there is a large opportunity to provide this attractive and passionate audience the information and inspiration to enjoy the lifestyle they’ve been striving toward,” said Thorkilsen.
“With Edible Media and its inaugural site, we are in a position to further build the audience that our Edible Community partners have established, by simultaneously engaging consumers on a national and hyper-local level in a way that very few brands in the lifestyle space can.”
More info: EdibleFeast.com
New Canaan resident Eric G. Thorkilsen, a former Time Inc. man, has launched a new New Canaan-based company — Lifestyle Media Partners — which developed Edible Media, a new website for food enthusiasts and built around Edible Communities. Here’s a look at the EdibleFeast.com website.