The food wholesale market is a game of inches - everyone is pushing the same goods in the same core markets, and building a competitive edge can be a challenge. The purpose of this project was to create a channel where we could communicate passionately to our audience about food and dining and deepen our relationships. We used the existing print catalogue as the vehicle, and added an 8-page insert with a thick and silky paper stock to create the experience of a magazine within the catalogue. Each issue follows a seasonal theme and is filled to the brim with interviews, tips, recipes and food trends.