Organise scale, don't just list it.
Eight categories give hundreds of products a structure a buyer can actually navigate, instead of one long undifferentiated catalogue.
A wholesale catalogue, done properly
Louis Seafood
Five hundred products. One clear catalogue.
A wholesale seafood supplier's catalogue site for restaurants and food-service buyers.
Website developmentCatalogue architectureB2B positioningContent structureLive
01 / THE CONTEXT
The world behind
the work.
A restaurant buyer deciding on a seafood supplier is judging reliability as much as the product — Louis Seafood's site has to carry that trust across a catalogue of hundreds of items, from Atlantic salmon to Wagyu beef, without turning into a wall of listings.
02 / THE FOCUS
A considered
way forward.
Over 500 products across eight categories are organised so a food-service buyer can find what they need quickly, with the site built to showcase the range and quality rather than run a full checkout — the sale still happens through a real conversation with the supplier.
Thoughtfully
put together.
The priorities that shape the product and the experience.
Sell trust, not just inventory.
For a wholesale food supplier, reliability and quality are the real pitch — the site is built to carry that before a buyer ever places an order.
Match the site to the sales model.
The catalogue showcases the range; the actual order happens through a real conversation, which is how wholesale food-service buying works.
Behind the build.
The decisions that shaped how this was actually put together.
Organising scale so a buyer can navigate it
Over five hundred products across eight categories — fish, shellfish, mollusks, specialty seafood, meat and poultry, frozen vegetables, dry goods, and international ingredients. Presented as one undifferentiated catalogue, that volume works against the business. The structure exists so a restaurant buyer can find what they need quickly rather than scrolling through everything the supplier stocks.
Selling reliability, not just inventory
For a wholesale food supplier, the decision a restaurant buyer is making is about consistency and trust as much as product range — will the order arrive, at the quality specified, every week. The site has to carry that impression before any conversation happens, which is a different job from a consumer store optimising for immediate purchase.
A catalogue, not a checkout
The site showcases the range; the actual order happens through a direct relationship with the supplier. That matches how wholesale food-service buying genuinely works — pricing varies by account and volume, and orders are placed in conversation. Building a consumer-style checkout would have added complexity serving nobody.
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