How do you reach hard-core consumers who are passionate about their food?

With the Foodie, of course.

Dallas-based Richards Interactive has scored a hit with the online newsletter which aims to keep Central Market customers coming back.

The weekly e-zine alerts upscale shoppers to current specials, provides recipes that require exotic ingredients and posts schedules for the store’s upcoming cooking classes.

Since its launch last September, the Foodie has quadrupled its subscriber base to more than 10,000 readers, according to the agency. And subscribers are reading: in a recent issue 52 percent of them clicked on at least one of the newsletter’s links.

To keep the Foodie fresh, consumers can tailor the newsletter to their personal tastes when they sign up via the food emporium’s Web site (

H-E-B of San Antonio operates six 74,000-square-foot Central Market stores in Texas. An additional location is scheduled to open in Dallas this summer.