Northern Ireland bakery manufacturer Genesis Bakery has established a strategic distribution partnership with Brennans Bakeries to enhance logistics infrastructure and expand market reach across the region, according to reporting in Northern Ireland World.

The Magherafelt-based company, which employs more than 250 people, will distribute selected Brennans Bakeries bread products directly to local retailers through its existing route network. The arrangement enables both organisations to optimise distribution routes and improve service frequency whilst maintaining product freshness standards.

JP Lyttle, Commercial and Product Development Director at Genesis Bakery, stated that the partnership allows the company to complement its extensive range of bread products, cakes and morning goods whilst providing a more responsive and reliable service across Northern Ireland.

Colin Todd, National Sales Manager at Brennans Bakeries, noted that leveraging Genesis Bakery's strong local distribution network will enhance product availability and improve service levels, ensuring bread reaches consumers fresh and consistently.

The collaboration provides both companies with access to retail outlets not currently serviced by either operation independently. By aligning logistics and route networks, the partnership extends market reach and expands product offerings available to stores across Northern Ireland.

Genesis Bakery will maintain distribution operations from its Magherafelt site, where the company has established infrastructure for bakery product handling and delivery. Brennans Bakeries will supply bread products to Genesis for onward distribution to retailers under the new arrangement.

The enhanced distribution model is designed to support stronger in-store presence for both bakeries through improved availability, increased delivery frequency and enhanced service support for retail partners across the region.

Read the complete details of the Genesis and Brennans strategic distribution partnership in the full report.