Kickstarter

Panna means cream in Italian. To us, it signifies the best - a perfect and simple ingredient from a culture that loves food and reveres cooking.

SO, WHAT IS IT? It’s the best recipes designed for the home cook from the world’s best chefs. But it’s not a cookbook, a magazine, or a TV show. We took the best ideas from all three and built a simple, beautiful application for the iPad and iPhone specifically designed as a tool to make cooking easier.

The app will be a monthly video subscription organized into sections such as entertaining, weeknight meals, classics, and more. Starting in September 2012 and each month thereafter, you’ll receive 15 new video recipes, that are yours to keep, (over an hour and half of video) created, selected and taught to you by master chefs. And you can follow along step by step, at your own pace.

THE CHEFS: We’re honored that some of the best chefs in the US have joined us: Rick Bayless of Frontera Grill in Chicago, Anita Lo of Annisa in New York, Nancy Silverton of Osteria Mozza in LA and Jonathan Waxman of Barbuto in New York. As more join us, our supporters will be the first to know!

WHAT THIS FUNDRAISING COVERS: We’ve designed the app and have amazing chefs on board. The pledges from this Kickstarter campaign will go to cover the costs associated with filming the recipes for our first issue and launching it to the public this fall.

THE PANNA TEAM: David Ellner, who after 25 years in the entertainment industry working with artists like Stevie Wonder, Jack Johnson and Lil Wayne and running digital and business development for American Idol, decided to marry his personal passion with cooking with his business background in media and technology to start a new company. He’s put together a team who are passionate about cooking including: Kelli Anderson, Kristal Bergfield, Carolynn Carreño, Jeff Domke, Daniel Dunnam, Alex Solomons and Rob Terrell.

WHY WE CREATED PANNA: If you like to cook, you probably have a lot of cookbooks and you learn something new from each one. But if you're like us at Panna, as you get better, you want more. More technique. More insights. More new things to try to elevate your cooking and make your friends and family say “wow!”, and you want to cook recipes the way the chef intended. We didn’t feel like anything like that existed. So we're making it.