Maxol Announces Four-Year €340m Deal With BWG Foods

By Donna Ahern
Maxol Announces Four-Year €340m Deal With BWG Foods

Maxol has announced a four-year, €340 million contract with BWG Foods, which will see the retail and wholesale company supply the roadside retailer with a range of private-label goods and alcohol.

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.

Strategic Supply And Support

Brian Donaldson, CEO, Maxol, 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[s] 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.

Build On Success 

The family-owned Maxol business currently has 240 company- and dealer-owned stores across Ireland.

Leo Crawford, group chief executive, BWG Group, added, “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.”

© 2023 Checkout – your source for the latest Irish retail news. Article by Donna Ahern. For more retail news, click here. Click subscribe to sign up for the Checkout print edition.

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