Jim Spanfeller, former Forbes.com CEO, just closed a round of funding to launch a food website, “the first in a series of topic-specific vertical channels” that his Spanfeller Media plans to build.

Business Insider spoke to Spanfeller to get the details.

They write:

Spanfeller said there are five employees currently on board and that more will be hired before the site launches in October. [our emphasis. ed] The top three editorial positions, he said, are “very recognizable names,” some poached from other publications, though he declined to say who they were. Nor would he specify the next vertical topics, though he did say what they will not be: business, finance, sports, entertainment or tech.

“We’re staying away from those five,” he said. “After that, everthing’s on the table.”