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Brace's Confirms Purchase of Warburtons' Site At Rogerstone, Newport

14 February 2011

Brace’s Bakery Limited is delighted to announce confirmation that they will move into Warburtons’ Newport site at Rogerstone from today. 

Warburtons announced in September '10 that it was set to close its only Welsh site, with the loss of 114 jobs. Within weeks Brace’s, which has a 109 year history, opened discussions to save the Newport bakery and their plight involved intervention and support from both the Bakers, Food and Allied Workers Union and the Welsh Assembly Government.

Brace’s Sales and Marketing Director Scott Richardson said: “We acknowledge this has been a difficult time for all the staff at this site and we now hope to put some closure on the uncertainty with this announcement that we will be manufacturing Brace’s Bread from this site.

“Brace’s is a family business through and through and we are very grateful for the support we received from our loyal customers as well as Newport West MP Paul Flynn, Assembly member of Newport West Rosemary Butler and William Graham, South East Wales AM.”

Brace’s bread remains the number one consumer choice for white sliced bread in Wales and the South West and Rogerstone will be the third site for the family business, which already operates plants in Pen-y-Fan and Croespenmaen in Crumlin. Compared with its direct competitors, Brace’s recorded the highest growth in sales during 2010 with a 7.7% increase.

Mr Richardson said: “Brace’s is run by the fourth generation of the family and this latest acquisition will, hopefully, provide a platform for the company to continue our commitment to and support of the local community.

“We are looking forward to meeting and welcoming the former staff of Warburtons to Brace’s. While the marketplace continues to become more and more challenging, we are wholly committed to retaining our position as number one choice for white sliced bread in Wales and the South West. This latest move is key to our future expansion and promises exciting times ahead.”


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