Crumlin-based Brace’s Bakery has signed a deal with fellow food firm Castell Howell to have its products stocked and distributed by the wholesaler.
Castell Howell, which like Brace’s is a family-run firm, serves more than 4,000 customers such as schools, hospitals, hotels, restaurants, pubs and cafés – all will now have the choice to buy Brace’s Bread.
Brace’s sales and marketing director Scott Richardson, said: “This is a very exciting agreement for us. Being family-run Welsh operations, both Brace’s Bread and Castell Howell have many shared values.
“Like Brace’s, Castell Howell is extremely proud of its Welsh roots and it is always rewarding to be given the opportunity to distribute Brace’s products more widely, especially on our home turf. This is an ideal partnership. Both companies are much loved and widely supported by the Welsh public and we’re confident that working together will prove a success.”
Carmarthenshire-based Castell Howell has become firmly established as one of the UK’s leading independent food wholesalers over the last 20 years.
Kathryn Jones, sales and marketing director at Castell Howell Foods, said: “Distributing and promoting the freshest, top quality Welsh products around the country has always been one of our main priorities and it is good to be able to add Brace’s Bread to our offerings.”
Brace’s recently won a Made in Wales Food and Drink award run by Wales Business Insider magazine.