Cookware startup Great Jones launches Potline, a text service for recipes and advice

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Great Jones, a startup selling pots, pans and even an oven directly to consumers, is introducing a new way to get help in the kitchen.

Potline is a free text message service where anyone can ask for recipe ideas, or get advice when things are going wrong in the middle of the cooking process, or get tips on how to clean up afterwards. Great Jones co-founder Sierra Tishgart argued this is “a really natural extension” of the brand, particularly since the company has already been getting customer service queries that aren’t really about its cookware.

“It’s great to see someone write in to say, ‘Hey I’m cooking for my new girlfriend or boyfriend, and I want a roast chicken recipe,’” Tishgart said.

As for why it’s doing this via text message, she said, “We really want this to feel like that you are in the middle of making pasta and your sauce isn’t landing — how would you look for help there? I would text somebody. We really realized that is just the fastest, most immediate and natural form of communication.”

Initially, Potline will be available from 4pm to 8pm Eastern time on Monday and Wednesday evenings. That’s

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