Notorious Beam Team

I found this on PSFK and Springwise so it's pretty hot. It picks up on a desire of food and drink brands to tap into the burgeoning world of food and drink blogging.

"SOOPZ is a network of food bloggers. Ever so often, we’ll get approached by someone who wants to raise awareness for their food products online (like me and my dulce). The SOOPZ network is perfect for this, because I haven’t met a food blogger yet that doesn’t love free food.

Over time, the network will grow and the amount of food we give away will increase. For now, we’re a happy family of about 200 food bloggers (we call them Sooper Heroes) ready to taste some of what you’ve got. Want to become a Sooper Hero?"

Here's the chat from Springwise:

"There's no such thing as a free lunch—unless, of course, you happen to be a food blogger. Food manufacturers tend to be liberal with their samples when it comes to gaining exposure through influential voices, and one New Orleans-based blogger has turned that into a defining feature of his site.

On BlakeMakes.com, Blake Killian has developed SOOPZ, a network of 200 or so readers who are also food bloggers—"Sooper Heroes," as he calls them. Manufacturers send multiple samples of a particular item to Blake, who announces that they will be given away through his site. Registered Sooper Heroes can then sign up to receive some in exchange for at least the possibility that they'll write about them on their own blogs. Most recently, for instance, TCHO—the chocolatier we featured not long ago on our own pages—donated a bunch of its chocolate bars for giveaway to the SOOPZ network. Before that it was Sucre chocolate. Since the site's founding last May, Blake has even started developing a line of his own products, starting with Peanut Butter Dulce de Leche—of which he's given away more than a hundred jars through the site. Future plans include videos and a cookbook as well, Blake says.

Whereas food brands have increasingly begun seeking out blog exposure, traditionally that's happened just one blog at a time, and on the brands' own initiative. By acting as an intermediary, BlakeMakes.com is turning that model on its head and giving companies quick access to many bloggers in one shot. Bloggers get free food, companies get free publicity, and everyone gets happy. If you're in food, better start lining up now...!"

I wonder whether this would be a good move for any of our brands?