Some food companies are turning to an old-school marketing tactic to connect with young consumers: the zine.

Some food companies are turning to an old-school marketing tactic to connect with young consumers: the zine. Olive oil brand Fat Gold, turmeric purveyor Diaspora Co., and more are sending independent, brand-driven publications to customers with each order. They use the format to tell stories about their brand, like who grew their latest olive oil batch, making them feel more transparent and authentic. We’ve also seen non-food brands turning to print publications to connect offline—like Casper and Away. (Eater)