Farmbake signs contract to supply 28 Tesco Ireland stores
Irish owned family run business signs contract with Tesco to stock cakes and treats in 28 stores
Print23 April 2014
Farmbake, an Irish owned and operated family run cake distribution business, has signed a contract with Tesco Ireland to supply its affordable range of cakes and treats to 28 Tesco Ireland stores nationwide.
The agreement, which positions Farmbake as Tesco‘s supplier of choice within the cake category, will involve distribution to 19 Tesco Ireland Superstores and nine Tesco Express stores and is expected to generate annual sales of over half a million Farmbake products.
Farmbake has a portfolio of 40 cake and treat options available all year round, with an additional 30 seasonal lines offered at key times during the year. Favourites within the range include Almond Fingers, Assorted Fruit Tarts, Assorted Queen Cakes, Mini Battenbergs, Bakewell Tarts, Apple Turnovers and family size Fruit Cakes and Swiss Rolls.
Farmbake is managed by father and son team Jim and Alan Divney and employs 32 people across the country from its headquarters in Naas. The company sales operation consists of 22 trucks delivering product directly to nearly 2,500 stores nationwide, including leading retailers such as Spar, Mace, Daybreak, Tesco, Gala and Costcutter.
The Divney family began trading in 1987 as DDL Cakes, buying from local bakeries and selling to retailers in the mid-Leinster area. Shortly afterwards they developed the Farmbake brand. The company’s nationwide service and distribution network has proved successful and it is the distributor of choice for a number of other leading convenience cake brands including Mr. Kipling, Cadbury cakes, Coolmore, Gateaux and Balconi. Distribution of third party brands accounts for 40% of the company’s business.
Under the terms of the agreement with Tesco Ireland, Farmbake will use its ‘direct to store’ delivery model, which the company says is a significant endorsement by Tesco Ireland of its service and distribution network.
The Farmbake brand will be promoted in participating Tesco stores via distinctive promotional display areas in a key location in each supermarket, highlighting the Irish origin and affordable positioning of the products.
Michael Farrell, senior bakery buyer, Tesco Ireland said: "As a business we actively support Irish companies to develop new retail opportunities and we are delighted to be stocking the Farmbake range of cakes for customers. Farmbake provide us with a range of quality and affordable family favourites that are proving very popular with consumers."
Alan Divney, managing director, Farmbake, said: "We are hugely excited about the opportunity this deal represents for Farmbake and Tesco Ireland. It offers Tesco customers a recognisable quality Irish brand that shoppers know and love. Sales of our products have grown by nearly 30% over the last three years and this deal with Tesco will provide a further boost to those figures."
For further details about Farmbake and its product portfolio, visit www.farmbake.ie.
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