A great deal has modified because 2017, when Stephen Satterfield introduced Whetstone as a journal about world wide foods origins. The motivation then, Satterfield has discussed, was his disappointment with food stuff media’s “incredibly myopic, unimaginative, and formulaic” perspective. In the yrs considering the fact that, Whetstone has developed from one journal into a media firm, acquiring also launched Rasa, a magazine about South Asian food items society, and a podcast community with 11 demonstrates. In 2021, Satterfield introduced his perspective to a enormous viewers: He hosted the Netflix docuseries Large on the Hog, an exploration of African American culinary history based on the e-book by Jessica B. Harris.
In that time, the media landscape has adjusted additional broadly. In its place of cooks and writers begging for magazine bylines, social media has ushered in an age of talent in which “folks have additional autonomy and a lot less friction in sharing their very own tales,” Satterfield states. These days, residence cooks, farmers, foragers, and all sorts of hospitality gurus can become TikTok stars who talk instantly to millions of followers, bypassing the require for acceptance from common media.
To assist this change, Whetstone introduced this 7 days that it is launching Hone, a new culinary talent agency. “When we very first arrived out, we were fundamentally suggesting that we could give enhanced accessibility to tales from all over the globe,” Satterfield says. “And now that individuals are broadcasting on their own, that is not truly what the entire world requirements.”
Like any expertise agency, Hone wishes to link persons with possibilities: brand strategies or Television set initiatives, for instance. But unlike other expertise companies, which could possibly also oversee athletics and entertainment and fashion, Hone is concentrating just on foodstuff. It hopes to supply an knowledge of the hospitality and cafe world and the breadth of its probable — both of those in conditions of who’s viewed as talent, and what initiatives they might want to pursue. It’s also “a likelihood for manufacturers and talent to find campaigns and do the job that is