YouTube... a great substitute for the Food Network

This morning, I had a nice meeting at Google Brasil which is always a great opportunity to feel the pulse of what is going on in the digital world.  We ended up talking about one of the hottest search topics for women in Brazil: recipes.  

Both on Google and on YouTube, recipes are hot.  

This is obviously a subject that interests in me because one of the barriers we face in two of our categories (oats and canned fish) is that gatekeepers not always know how to use our products in differentiated ways.  They value the heart health properties of oats and they love the Omega-3 found in tuna & sardines but they want to learn more on how to add these products to their day-to-day lives. Unfortunately, we don't have the wonderful Food Network in Brazil which is a fantastic resource for those who want to learn more about cooking.  My wife and I miss the channel... but fortunately there's YouTube (whcih according to their blog has reached over 1 billion views per day).

I decided to go online to find out which Brazilian company is doing a good job in terms of recipes.  I enjoyed the work Sadia is doing.  A very clean graphic approach (different than the traditional in-kitchen production), clear instructions on what ingredients are needed upfront and simple instructions.  Bravo.

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Making it easier to add the benefits of fish in your diet

One of the challenges we face in our canned fish business is that housewives will say they want to add more fish in their families' diet but not always know simple recipes. Our Coqueiro marketing, with the help of São Paulo-based food consultancy SC, produced 10 videos with creative recipes made with tuna & sardine that will help people add the benefits of fish and more Omega-3 in their lives. At the end of each video, a list of all the ingredients needed for each dish.

It's fascinating to see how cooking, especially gourmet cooking, is becoming big in Brazil. From specialized magazines to radio programs to TV shows and gourmet festivals throughout the country. Maybe one day we will have our own version of the Food Network. Who knows.

Here's one example, 'Acarajé Coqueiro', from the wonderful cuisine from Bahia. You can find all videos at http://www.coqueiro.com.br.


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