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Maxol announces €340M deal with BWG Foods,Maxol announces €340M deal with BWG Foods

14 Feb 2023

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

08.02.23: Maxol has announced a four-year, €340M contract with one of Ireland’s largest retail and wholesale companies, 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.

Maxol CEO, Brian Donaldson, said: “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.

“The tender process was a competitive one, 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.”

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.

140 years

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

Leo Crawford, Group Chief Executive, BWG Group said: “BWG are extremely proud to continue our excellent relationship with Maxol.  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”.

With more than 240 company and dealer owned stores across Ireland, the family-owned Maxol business has been at the heart of communities for 102 years. 

BWG Foods is one of Ireland’s leading food retail and wholesale companies. Through its retail and wholesale business, BWG Foods has relationships with more than 650 suppliers, dealing directly with approximately 14,000 customers, and serving in excess of one million shoppers every day.

Press Release