SIX Magherafelt brothers are taking the UK bakery industry by storm with their Genesis Crafty range of bread, pancakes, scones, farls, rolls and cakes.
The McErlain brothers – Brian, Adrian, John, Paul, Seamas and Damian – run the family-owned business and are looking to take a bigger slice of the bakery market following a complete brand refresh.
Brian McErlain, Managing Director of McErlain’s Bakery said: “The bakery was started in 1968 by our parents with a focus on baking using age old recipes, traditional methods and high quality ingredients to bake award winning products. As we enter our 45th year of making quality homemade products, we feel the time is right for us to give Genesis Crafty a brand new look.
“All six of us have a role to play in the day-to-day running of the bakery, whether its business development, dispatch, operations, bakery management or new product development and it was important for us to get this across to customers.
“Following some soul searching, we decided there was a big opportunity to develop the branding in such a way that would really accentuate our core attributes – passionately handmade so a better taste for the consumer. The end result is summed up nicely in our new strapline, ‘Six Brothers Making Baking Amazing’.”
“For us, baking is the perfect mix of creativity and science and we take great pride in baking the truly traditional way.”