McErlain's Bakery triples sales in Britain through new products and market drive
McErlain's Bakery, the Northern Ireland artisan baker, has almost tripled sales in Britain in the past two years through a commitment to exports, innovation and a strong customer focus.
Based at Magherafelt in County Derry, McErlain's produces a range of scones, pancakes and traditional Irish breads under the Genesis Crafty brand and supplies a range of major retailers including Marks and Spencer, Waitrose, Sainsbury's and Tesco.
A 270 per cent growth in sales, including a major deal to supply Marks and Spencer with own label Jam Bake, Lemon Drizzle Bake and Iced Tops, contributed to a 90 per cent overall growth in turnover for the artisan bakery and the creation of 66 new jobs in the past two years.
The impressive growth is the outcome of a £1.4 million business plan launched in 2009. The bakery reinvented itself to become 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.
Commenting on the growth of the business, McErlain's Bakery, managing director, Brian McErlain said: "We launched our expansion programme in 2009 and have exceeded our targets on all fronts. This has been achieved through an intimate understanding of our markets and customer base alongside our investment in people and systems that enable us firstly to identify new market opportunities and then to respond quickly and flexibly to them.
"While we have invested substantially in all aspects of marketing we have sought to maintain a well thought-through and clear band proposition as a premium quality artisan bakery - an approach which emphasises the family heritage of six brothers and provenance of all our products.
"By combining this heritage and commitment to quality products from the best ingredients with contemporary marketing techniques we've set ourselves apart from competitors in what is a very fast moving and challenging marketplace," he added.
McErlain's Bakery began as a simple home bakery which has held on to its initial ethos and values as well as its artisan approach.
The Genesis brand was launched in 1998 to develop and market a new range of breads to reinforce its image as an artisan bakery with a commitment to innovative products.
McErlain's Bakery currently employs 173 people at Magherafelt and has also strengthened its management and marketing teams. The quality and innovation underpinning the bakery's extensive product portfolio have also been endorsed by the UK Guild of Fine Foods in the prestigious Great Taste Awards.