Genesis Bakery has entered a shared distribution partnership with Brennans Bakeries aimed at expanding bakery distribution and improving product availability across Northern Ireland.
The agreement brings together the two bakery businesses to align elements of their logistics and delivery networks. The companies said the arrangement is intended to improve route efficiency, increase coverage and provide more consistent access to products for retailers, including stores not previously served by either business.
Under the new distribution model, Genesis Bakery will deliver a selected range of Brennans Bakeries bread products directly to local retailers in Northern Ireland. Both companies said product quality and freshness standards will be maintained under the arrangement.
JP Lyttle, commercial and product development director at Genesis Bakery, said the partnership would broaden the company’s existing range and extend its distribution footprint.
“By working together, we can optimise our distribution routes and improve service coverage across Northern Ireland,” he said.
Colin Todd, national sales manager at Brennans Bakeries, said the partnership would support wider availability of Brennans products in the region.
“By using Genesis Bakery’s local distribution network, we can strengthen service levels and improve access to our bread for retailers and consumers,” he said.
The companies said the shared distribution model is expected to support increased delivery frequency and a stronger in-store presence for both brands. Genesis Bakery and Brennans Bakeries will work with retail customers during the rollout to ensure continuity of service.
Genesis Bakery is a locally owned business based in Magherafelt and employs more than 250 people.
