Genesis Crafty listed by Waitrose

Genesis Crafty, the Northern Irish baker of traditional and other breads, has developed three branded speciality loaves exclusively for around 200 Waitrose stores.

The company, based at Magherafelt in county Londonderry, has begun supplying the stores in Britain with the new loaves. The new breads comprise a White Batch with Quinoa; Tomato and Herb; and Pumpkin and Rye.

The Waitrose deal is an outcome of a major marketing campaign by the artisan baker in Britain, its key market outside Northern Ireland. The company was recently highly commended for three products in the Grocer New Product Development Awards.

The family-owned company has also recently won Great Taste and National Irish Food awards for its breads.

Genesis Crafty is run by six McErlain brothers, all qualified bakers, and is a major supplier of speciality breads, including brown wheaten soda loaves, throughout Ireland. Other clients including Tesco, Sainsbury and Asda.

Managing director Brian McErlain says the development of the new loaves for Waitrose represents a "tremendous opportunity for the company" to strengthen its base in Britain.

Originally set up by the McErlain brothers' parents in 1968 as a simple home bakery with just one bread cart, just over four decades later Genesis Crafty is a multi-million pound enterprise and a truly modern bakery but with artisan values.

The bakery currently employs 220 people and produces a broad range of baked goods annually for retailers throughout the British Isles.

In 2012/13, retail sales were in the region of £20 million and, due to this aggressive plan for growth, projected sales for the coming year in Northern Ireland and the rest of the UK this financial year are expected to grow by 20 per cent.