Craft baker Greenhalgh’s is to start rolling out “fantastic new branding” to give its 42 outlets a “fresher look” from next month. Bakery production manager David Smart said the new fascia is designed to give the stores a more modern feel. The “G” of Greenhalgh’s has been blown up to four times the size of standard text, to give the company a clear identifying logo. The new look will take 18 months to roll out across the company’s estate in north-west England, Mr Smart told British Baker.
Greenhalgh’s is also planning to open two or more new outlets in the next year, boos-ting store numbers from the current 42. And the company is expanding the wholesale side of its business, which is now 50% wholesale and 50% retail. It supplies supermarkets Asda, Tesco, Morrisons and Booths, convenience chain Spar and companies inclu-
ding BHS, House of Fraser and Roadchef.
Wholesale sales manager Garry Thew told British Baker the company also has a growing export market, selling to expatriates in countries such as Spain, the Balearics and Tenerife. The majority of this business is meat-based.
He noted that, following the recent lifting of the export ban on British beef, the company expects competition to escalate in overseas markets over the next six to eight weeks.
With the lifting of the ban, Greenhalgh’s is to start selling products made with British beef in its overseas markets; before, it sourced beef from countries such as the Republic of Ireland, Argentina and Brazil. “Things will change now that we will be using British beef across the range,” said Mr Thew.