Genesis Bakery has announced a shared distribution partnership with Brennans Bakeries in Northern Ireland.
Under the new arrangement, Genesis Bakery will distribute a selected range of Brennans Bakeries bread products directly to local retailers, strengthening their availability.
By aligning the two businesses’ logistics and route networks, the collaboration is tipped to extend their market reach and expand the product offering, improve access to stores not currently serviced by either business, and ensure greater consistency and freshness.
The collaboration is a “significant step forward” in both companies’ long-term commitment to the Northern Ireland market, said Genesis Bakery.
“This partnership with Brennans Bakeries is great news for retailers and great news for our customers as we are complementing our already extensive range of bread products, cakes and morning goods,” said Genesis Bakery commercial & product development director JP Lyttle.
“For consumers, it means improved access to trusted bakery brands in their local stores, delivered fresh and consistently.”
Brennans Bakeries national sales manager Colin Todd said: “By leveraging Genesis Bakery’s strong local distribution network, we can enhance product availability, improve service levels, and ensure our bread reaches consumers fresh and consistently.”
Genesis Bakery employs over 250 people at its Magherafelt site, while Brennans Bakeries operates from Walkinstown and has around 180 employees.
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