New partnerships help gourmet food purveyor Mackenzie Limited grow its product line and audience reach.

By Reported Donna Loyle

Creative is outsourced to various professionals, including a food photographer, graphic designer and food stylist. McManus’ brother, Matt Cederholm, a Boston-based financial analyst, does the copywriting. Here’s an example from the Summer 2004 catalog:

Mackenzie Scottish Smoked Salmon, full slices

From the icy lochs of the Northern Scottish Highlands. Buttery soft on the palate, blending hints of the sea with the earthiness of hardwood smoking. Ours is a mild, low salt cure, delicately smoked for a perfect balance of flavor and texture. Sliced to translucent thinness and interleaved with cellophane, a simple expression of luxury.