Business Heats Up For Recipe Site And Search Engine Cookstr

Business is heating up for Cookstr, a New York City startup that publishes recipes from top cookbook authors, and provides foodie-oriented search functionality to other branded websites. The company announced a deal with the AARP today, an advocacy group for retired people that will use Cookstr's content and search engine to help their site's visitors find recipes that fit their preferences, health and dietary concerns. AARP is the largest membership organization in the U.S. The chief executive and founder of Cookstr, Will Schwalbe, said cooking is a top hobby and interest for this 50-years-and-older demographic. The company's search technology and website, Cookstr.com was originally developed with Pivotal Labs . Schwalbe thinks of it as a “Pandora of recipes,” for chefs at any level.