GM Marketing Ltd

Fact file

Address: 9 Hillview Road, Belfast, BT14 7BT

Phone: +44 (0)28 9026 7080

E-mail: info@gmmarketing.co.uk

Web: www.gmmarketing.co.uk

Key brands:

Yazoo, Tilda, Fox’s, Nando’s, Filippo Berio, Canti, Costa, VK, TommeeTippee, Mug Shot, Hipp; see company website for full list.

GM Marketing was founded by Gerard McAdorey over 23 years ago With a focus on core grocery and non-food categories, and a continuously growing team, GM Marketing works with partners to build impactful brand presence across the UK and Ireland. From experienced sales and field coverage to best-in-class marketing, supply chain and finance – its ambition is to be more than just a distributor, the team want to be an extension of their brand partners in local markets and channels.

It may not be the biggest player in the market, but GM Marketing sees that as its biggest strength; the company is passionate about unleashing potential, building brands, and delivering results through focus and dedication.

Trusted by brands

GM Marketing has a varied portfolio spanning food, beverage, baby, household, and foodservice brands, including wellknown household names such as Fox’s Biscuits, Tilda, Nando’s, Filippo Berio, and a more recent addition to the portfolio Yazoo. In 2022, the business announced a new distribution agreement with Global Brands, making its first step into the licensed trade which includes an awardwinning range of RTD beverages, VK, Hooch and Shake Baby Shake canned cocktails. With a satellite depot in Dublin and bonded warehousing in both Belfast and Dublin, GM Marketing is now servicing

“We’ve doubled our business over the last three years, and our ambition is to do the same again within the next three,” says GM Marketing founder Gerard McAdorey both independent off-sales and off-licence groups across the island of Ireland.

Route to market

With a 70+ employee business, GM Marketing has two distribution hubs, Belfast and Leeds; enabling the business to easily drive distribution in both the UK and Irish markets.

Commenting on the business, founder Gerard McAdorey said: “The business has excellent relationships with all Irish multiple and convenience retailers as well as pharmacy and wholesale cash & carry; with a full team of key account managers, sales reps and merchandisers, equipped with the latest technology and reporting tools. We’re a midsized operation that’s looking to grow significantly over the coming years. We’ve doubled our business over the last three years, and our ambition is to do the same again within the next three The values and approach that have got us through our first two decades will be what helps us grow over the next couple too. Relationships are key for us.”

Brexit

Since 2021, GM Marketing has been approached by multiple brands seeking help to navigate the complexities of the post-Brexit situation. McAdorey says, “because we’ve now built the expertise and knowledge within our team to ensure we can get products into Northern Ireland and distributed into ROI, in the most efficient way, and at the most competitive price, we’ve been able to move quickly, find solutions to problems, and ensure a seamless transition and continual supply for brands, whilst avoiding unnecessary tariffs and paperwork. As the team’s head office is based in Belfast, GM Marketing is best placed to take full advantage of being in the UK, whilst remaining part of the European single market. The message from McAdorey is clear: “If you’re struggling to access and supply your customers in the Irish market because of any Brexit issue we are here and we want to help.”

Passionate about brands

GM Marketing doesn’t just want to be an agent that moves boxes – it wants to be an extension of its brand teams in the local markets and channels – showing that GM Marketing really understands the partner’s brand and how to build it with purpose, to deliver results. “We’re never complacent about those relationships and that means something to our partners,” says McAdorey

Understanding brands

The business understands brands vs competitors as GM Marketing also owns its own; household fragrance brands and a low sugar, better-for-you snack brand called Free’ist. Having developed and built products from scratch and becoming a manufacturer through the acquisition of Favourit Herbs & Spices, GM Marketing understands what it takes to develop a brand, and wouldn’t ask principal partners to do something its team wouldn’t do themselves – which is exactly what clients want to see ■