Genesis Bakery has unveiled a new Northern Ireland distribution partnership with Dublin-based Brennans Bakeries.
The strategic move to distribute a selection of Brennans bread lines to local retailers across the region is designed to significantly enhance service levels and product availability.
By aligning and optimising logistics and route networks, the collaboration will extend market reach and expand the product offering whilst improving access to stores not currently serviced by either business as well as ensuring greater consistency and freshness on shelf.
“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,” commented JP Lyttle, commercial & product development director Genesis Bakery.
Brennans national sales manager Colin Todd said the collaboration “reflects our shared commitment to quality, reliability, and long-term investment in the Northern Ireland market”.
The companies are to work closely with customers throughout the implementation period to ensure a smooth transition and continued delivery of high service standards, they added.
Brennans Bakeries was founded in 1972 by Joseph Brennan, moving to its current site in the Walkinstown area of Dublin five years later. Now run by the second generation of Brennan family members, it employs around 180 people and produces roughly 70,000 loaves per day including a standard sliced bread range, a low calorie Be Good range of breads and bagels, and a premium Bakehouse range featuring multiseed, sourdough, and soda bread varieties.
Genesis Bakery is of a similar age to Brennans and operates a factory in Magherafelt in County Londonderry, Northern Ireland, with a workforce of over 250 and capacity for more than 400,000 units per week. It was bought via a pre-pack deal by local businessman and Tayto Group CEO Paul Allen in 2018.
Along with producing items under its Genesis brand it also supplies premium own-label products to UK retailers. The bakery has been an M&S supplier for over 15 years, and last September created a range of Lamingtons (traditional Australian cakes) which has since been extended with a limited-edition pink iced version for Valentine’s Day.
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