Deal between Maxol and BWG brings together two giants of Irish business who have been trading for a combined 140 years.
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.
“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”
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.
“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 Brian Donaldson, CEO of Maxol.
“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.
The partnership brings together two of Ireland’s leading brands in their respective sectors and a combined trading history of more than 140 years.
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 1m shoppers every day.
“BWG are extremely proud to continue our excellent relationship with Maxol,” said Leo Crawford, group CEO of 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.”
Main image at top: BWG Foods CEO Leo Crawford and Maxol CEO Brian Donaldson