Pinterest made its first acquisition on Thursday, buying up Punchfork, a 2-year old recipe sharing and discovery website, for an undisclosed sum.
Punchfork's founder and CEO Jeff Miller announced the news Thursday in an e-mail to the website's community, noting that Punchfork will soon shut down its website, app and API.
"We believe that a unified destination benefits our users in the long run, and the Punchfork team will focus on contributing to Pinterest as the premier platform for discovering and sharing new recipes and other interests on the web," Miller wrote.
Punchfork was founded in early 2011 and relies on algorithms to surface popular recipes based on how much they are getting shared and discussed online. The site is very visual with a layout similar to Pinterest and the goal has been to help home cooks share recipes with friends and family.
Pinterest, meanwhile, has emerged as a go-to destination for sharing and discovering lifestyle content, including recipes and food pictures. By acquiring Punchfork, the company will likely be able to boost its food content and perhaps eliminate a potential competitor in the process.
"People come to Pinterest to find inspiration for their everyday lives and we think Punchfork's mission aligns with this well."
Here's the full e-mail Miller sent to Punchfork's users:
Dear Punchfork Community,
Today we are excited to share the news that Pinterest has acquired Punchfork!
Since launching in January 2011, our mission at Punchfork has been to help home cooks discover new, high quality recipes and share them with family and friends. It is a mission driven by a belief in the ability of web and mobile platforms to inspire our lives offline--at home, in our communities, and for Punchfork, wherever meals are shared.
To cooking aficionados, Pinterest needs no introduction. It stands as one of the fastest-growing online services in history with millions of users, and millions of people use it to find recipes every day. Pinterest is often described as a platform for inspiration, and we feel this aligns perfectly with the goals of Punchfork. We couldn't be more thrilled to join forces with the Pinterest team in San Francisco.
Initially, support for Punchfork will continue, but we will soon be retiring the Punchfork site, API and mobile apps. We believe that a unified destination benefits our users in the long run, and the Punchfork team will focus on contributing to Pinterest as the premier platform for discovering and sharing new recipes and other interests on the web.