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JOINING THE FOOD FLOCK: Jim Spanfeller, former chief executive officer of forbes.com, unveiled plans on Tuesday for a new food-driven Web site. “It’s a very, very hot category right now, with lots of opportunity,” explained Spanfeller of the reason to go with food. “The American consciousness has reached a plateau.” The site doesn’t have a name yet, or an editor, but both will be revealed soon. Spanfeller said three editors at the top of the masthead will be named after Labor Day. He said the content will be “all things food” related, with stories for the gourmand to the easy-going foodie. “We plan to serve many different audiences, men and women,” Spanfeller added. This is just the first vertical from his company, Spanfeller Media Group. He declined to name the subjects of future Web sites. — A.W.