Ellner said that Panna bridges the gap between traditional cookbooks and sites like YouTube which are not curated and often have lower production quality. The content is highly curated, and the chefs not only provide basic instructions, but also little tips and tricks and suggestions, like how to cook for company or making the perfect biscuit, and shopping lists. The app includes highly visual, drool-worthy photography of lacquered chicken, lasagna, and caramelized cauliflower, to name a few. I want people to cook more and build their confidence around cooking.” I’m trying to transform the way people follow recipes and give people recipes that are guaranteed to be delicious. Panna uses the best chefs to provide this inspiration. “People are always looking for inspiration around recipes to find new ways to impress the people they’re cooking for. “It’s inspiring to help anyone create amazing food for someone they care about, and that matters,” said founder David Ellner in an email. The emphasis is on home-cooking, so each chef guides the user step-by-step through their favorite recipes in a home kitchen environment. An issue is released every months and contains 13 seasonal video recipes from the participating chefs. Panna is a digital cooking magazine for iPhone and iPad that features high-definition video lessons led by highly acclaimed chefs like Rick Bayless, Jonathan Waxman, and Anita Lo. Panna has raised $1.35 million to make the connection between chefs and home cooks even stronger. The rise of cooking shows made the guidance of professional chefs widely available, turning ordinary at-home cooks into culinary masters.
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