Elizabeth Doyle, Editor, Quivertree Publications, Cape Town, South Africa

Frankfurt Book Fair: What drew you to launching your publishing house, Quivertree Publications?

Elizabeth Doyle: Quivertree launched in an unusual way. I met Craig Fraser, my now partner and photographer of all our books. He had an idea that I felt had to be done. That was our first title: "Shack Chic", art and innovation in South African Shacklands. We had various interested publishing houses, we signed up with a British one, and just after contracts were signed, they went under. We then had a possible German partner who suddenly went into the process of being sold, and so that didn't happen either. We then offered it to a South African publishing house but they declined.

We felt too strongly about the book, so there was nothing left but to take out loans on our respective houses and print the book ourselves. We then discovered we needed to distribute, and of course large distributing companies would let the title get lost. So we realised we had to market and distribute as well... nine years later we have produced 15 books.

Your company specialises in books about South African food, decoration and culture. How have the books you have brought out been received in South Africa?

Craig Fraser has always specialised in interior and food photography. We started working together commercially as my design and advertising portfolio included high-end food and interior clients and I really admired his work. It has always been an interest of ours. We have broadened things however, to show a very South African angle on things. I think we are lucky in a way to operate in South Africa, I'm not sure it would have been possible to achieve what we have if we had been anywhere else in the world.

Because we are so small, our time and funds are extremely precious. I do believe that we could benefit and grow enormously from an association with a broader base publishing company with skills that would offset ours. Quivertree as a brand has grown enormously, has excellent impact on the public in general as well as within the book stores and has a growing following. We do however still suffer from those large chain stores and that continued belief that what is new is better and that back titles are no longer valuable. We also find because we have so few titles bookshops find it rather irritating that they are forced to deal with us, as their customers want our books.

What do you expect to gain from the Invitation Programme?

Being on the southernmost tip of Africa, even though our lifestyle is very cosmopolitan especially in Cape Town, it is always vital to stay in touch with trends abroad. In the year 2000 when Quivertree was just being born, Craig and I hired a stand at the Frankfurt Book Fair. In our naivety we had precisely six spreads of one single book to show everyone. We laugh about it now. It was however received with enormous enthusiasm with people begging to buy our life-size banners that decorated our stand. It resulted in a co-edition with Thames and Hudson and many contacts and friends in the industry that we still stay in touch with. The Invitation Programme is a wonderful opportunity for us. As we are from a more creative background we have a lot to learn.

What are your expectations in coming to the Fair and what are you looking forward to the most? The new Gourmet Gallery in Hall 5.0 will certainly be a point of interest for you?

I look forward enormously to being able to wander the world of books again, to go to the very smallest country and to appreciate their culture and achievements. To make new associations that will allow Quivertree to grow.

The Gourmet Gallery is of course of special interest to us and the first place I will visit. Food is the most natural and enjoyable window to any culture and so of the most interest to me.

Quivertree Publication was founded in 2001 by photographer Craig Fraser and graphic designer Libby Doyle. It has since specialised in publications that centre on individuality in a South African milieu, particularly in the fields of food and decor. Quivertree's mission - to approach subjects with integrity and a positive outlook - is tangible in both the range and content of its books, which include many international and local award winners. As well as publishing books, Quivertree produces postcards showcasing the best of Craig Fraser's striking images and, owing to the ever-increasing demand for his work, has recently launched an image bank.