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Kildare's Farmbake win big Tesco deal

Thursday, May 15 17:30:39

Farmbake, a Kildare-based family run cake distribution business, has signed a contract with Tesco Ireland to supply its range to 28 Tesco Ireland stores nationwide.

The agreement, which positions Farmbake as Tesco's supplier of choice within the retailers 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.

The company is managed by father and son team Jim and Alan Divney and employs 32 people across the country from their state of the art headquarters in Naas.

Its 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.

Under the terms of the agreement with Tesco Ireland, Farmbake will utilise their proven 'direct to store' delivery model, a significant endorsement by Tesco Ireland of the high quality of Farmbake's nationwide 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 and affordable positioning of the products.

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 30pc over the last three years and this deal with Tesco will provide a further boost to those figures.

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 and now operate from a state of the art location in Naas, Co. Kildare.