Waitrose and Foodie Networking

The Times reports that Waitrose the UK supermarket chain has announced plans to launch a new website that promises to be the "Facebook of Foodies".

The web site that has suffered more than £1m worth of revamping "aims to become Britain’s premier food networking site by allowing the 1m visitors to its website each month to debate hot topics including fair trade, organics and food miles, and trade culinary tips."

While the concept is great it would seem much more logical to allow users to use their existing social networks rather than creating a prallel network. Other word Waitrose should facilitate the life of Foodies on Facebook rather than become the Facebook of Foodies.