Allrecipes.com moves forward with its international expansion into the Hispanic market. Reader's Digest Association, Inc. (RDA) recently launched Allrecipes.com.mx, a new Spanish language version of its Allrecipes.com site targeted to the Mexican community. The new Spanish language website is also being visited by users in the U.S. Hispanic market, according to RDA sources. Hispanic visitors in the U.S. are being directed to the Spanish site for the Mexican market.
The site offers recipes sent in by users, which encourages not only direct participation but also connections between home cooks. This new website version aimed at the Mexican community brings to three the number of Spanish language sites that have been added so far by Allrecipes.com (the first was launched in Brazil on October 27, 2009, followed by another in Argentina on March 15 of this year).
Allrecipes has becomes an information resource for traditional home cooking, and offers special sections such as a recent feature on 5 de Mayo recipes.
Regarding content production, Judith Dern, Manager International Marketing, tells Portada: “The content on Allrecipes is generated by its users. This includes recipes, articles and photos posted on the site, which are contributed and shared by the entire user community (membership is free)."
Allrecipes.com has native editors for each of its country websites. In many cases, the editors have been raised in those countries and relocated to U.S. because of marriage or professional reasons.
Allrecipes.com has more than 365 million visitors per year. “The number of unique users on our three Spanish-language sites is growing at a rate of more than 100% a month, and is on track to reach an expected 100,000 unique visitors by April,” says Dern.
Allrecipes.com’s international expansion began in June 2008, with sites added in England and Ireland. The launch of new sites in Brazil and then Argentina paved the way for its entry into the Latin American market. By August 2010, the company plans to increase that number to 16 countries (England/Ireland, Australia, France, Germany, China, Japan, Quebec, Netherlands, South Africa, Brazil, Mexico, Russia, India, Argentina, Poland, and South Korea), according to Dern.
The site’s principal advertisers are Unilever and Kraft, and also include consumer products retailers and producers of artisanal goods.
The overall goal of Allrecipes is "to provide home cooks and consumer product marketers with a place that offers innovation and convenient solutions," said Patricia Lee Smith, International Vice President for Allrecipes.
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