Northern Ireland's Genesis Crafty invests to grow sales abroad
Genesis Crafty, the Northern Irish craft bakery has announced plans to invest £1.4 million to help drive sales faster in Great Britain and the Republic of Ireland.
The family-owned business - run by the five McErlain brothers, all qualified bakers - is aiming to build on 60 per cent growth in the past three years and to grow a further 20 per cent annually within the UK and Ireland. The expansion will create 100 new jobs.
The bakery, which is based in Magherafelt, county Derry, already supplies its Genesis Crafty branded and own brand breads such as scones, pancakes, traditional Irish breads and cakes to Marks and Spencer, Sainsbury's, Waitrose and Musgrave Group. It is seeking to grow this business and to add other retailers.
The expansion will see the artisan bakery add new plant to scale up production and to extend its new product development activities in the creation of innovative breads for customers particularly in Britain and the Republic. It will also see the appointment of brand and account managers to help grow business in its target markets, The investment is being assisted by the Department of Agriculture and Rural Development and Invest Northern Ireland.
Brian McErlain, Genesis Crafty managing director, commenting on the expansion, says: "We recognise the need to further expand our sales beyond Northern Ireland and have focused on developing new innovative products and enhancing our branding, sales and marketing in a bid to secure new business.
"We are enhancing our production and marketing capabilities to meet the demand of new customersand cement our position within the highly competitive bakery industry."
Mr McErlain adds that the bakery was launched in 1968 by the family with a focus on baking using old-age recipes, traditional methods and high quality ingredients to bake award winning products, superior in taste and full of flavour for everyday enjoyment.
We believe it is important to bake everything in the traditional way, hand-crafted with the best ingredients to produce superior taste and texture- as close to homemade as you can get-we are passionate about giving everyone the chance to enjoy the tastiest breads, morning goods and cakes."
The bakery, which employs around 200 people, is now among the most progressive of its type in the UK through continuous investment, new product development and the latest marketing techniques including social media activities such as a very dynamic and engaging website, blog and a unique web-based game.