I’ve never been a “I’ll just have a salad” gal, and here’s why: there’s way too much great food in the world, and not nearly enough time to sample it all. So when I was asked to do some food website copywriting for Joseph’s Bakery, a brand I’ve regularly purchased from my local grocery stores, I jumped at the opportunity.

Joseph’s has been making bread products, based on original Middle Eastern family recipes, for nearly 50 years. The company wanted to communicate this long-standing commitment to quality while modernizing its voice, to make it more relevant to today’s health-conscious consumers. Through the use of punchy headlines, short blocks of descriptive text, and a sprinkling of creative wordplay, I crafted website copy that’s authentic to the Joseph’s brand while also speaking to new, younger audiences.