Maxol signs €340m deal with BWG Foods

Leo Crawford, Group CEO, BWG Group with Maxol Group CEO, Brian Donaldson

Long-standing relationship is renewed between leading Irish retail and wholesale brands



8 February 2023

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Maxol has announced a four-year, €340m contract with BWG Foods.

The deal, which followed a competitive tender, will see BWG Foods retain the wholesale contract for Maxol’s extensive foods range, private label goods and alcohol range.

Maxol and BWG Foods have had a trading partnership for more than 25 years and the new contract is the biggest ever agreed between the two Irish businesses in terms of value and product range. As part of the deal, BWG Foods has also won the contract for Maxol’s range of baked and deli goods.

Today’s announcement means that BWG Foods will continue to provide Maxol and its independent retailers in the Republic of Ireland with access to its extensive supply chain and distribution infrastructure.

“We are operating in a hugely dynamic sector and it’s both reassuring and exciting to have agreed a strategic supply and support agreement with BWG Foods, a partner who bring extensive experience and knowledge as a leader in the evolving Irish convenience market,” said Maxol CEO, Brian Donaldson.

“The tender process was a competitive one,” he added, “but in working with BWG Foods we can continue to provide our customers with the convenience products and service they want as we place a big focus on local produce, which is a key tenet for the company.”

Indeed, in 2022, Maxol joined the national Champion Green movement to demonstrate the company’s backing for Irish SMEs and its commitment to supporting local businesses and communities.

The partnership brings together two of Ireland’s leading brands in their respective sectors and a combined trading history of more than 140 years.

“BWG are extremely proud to continue our excellent relationship with Maxol,” said Leo Crawford, group chief executive, BWG Group.

“We will build on the success of our partnership over the past 25 years providing new innovative retail products and services to help meet the changing needs of Maxol’s shoppers.”

Maxol currently has more than 240 company and dealer owned stores across Ireland.






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