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

By Reported Donna Loyle

The creative team still uses film for its production. The design aesthetic leans toward clean and contemporary. Product shots are used on the front and back covers. Smoked salmon, still the strongest seller in the product line, gets hero treatment on the opening spreads. The 44-page Fall 2004 edition includes testimonials from customers, and is a little more densely packed than the Summer catalog. The food styling and photography is first-rate. For example, in the photo of the Maine lobster pot pie you can even see the tiny crackles in the puff pastry.