Celtic Foodservices and its premises in Pembroke Dock are being absorbed into Harlech’s operations, along with director Jason Davies and its 11 employees.
The move forms part of a wider £6m investment plan by Harlech which the firm hopes will create 150 new jobs. Also part of the strategy was a new depot in Carmarthen, which opened earlier in 2024 and has led to 15 staff being hired.
Over the past three years, Harlech has seen sales increase from £32m to a record turnover of around £50m, while profits recently topped £2m.
With other bases in Merthyr Tydfil, Criccieth in Gwynedd and Chester, the expansion is being driven by the growing demand from customers in South West Wales.
Commenting on the completion of the deal, Harlech managing director David Cattrall said it was a “significant step forward” for the business.
“Celtic Foodservice has built a strong reputation for delivering high-quality products and exceptional service to its customers,” Cattrall continued.
“By integrating Celtic Foodservice into our operations, we are poised to deliver even greater value to our customers through an expanded range of products, improved logistics, and enhanced customer service capabilities.
“I am excited about the opportunities this acquisition brings and am committed to ensuring a smooth transition for all Celtic Foodservice customers and employees. Our combined resources and expertise will enable us to better serve the foodservice industry, driving growth and innovation."
Cattrall believes the wholesaler’s competitive prices have disrupted the way in which “foodservice companies have traditionally operated”.
He continued: “There is clearly a big appetite for our approach in disrupting the way
“We have rejected the common practice of having inflated prices and increasing ‘negotiated’ prices without notice.
“Instead we have launched our new Trust Our Prices strategy with transparent and competitive pricing, backed up by excellent customer service. And to make life easier our customers can order up to 10pm, with next day deliveries six days a week.”
In other news, Morrisons has recalled packs of cooked chicken slices because they may contain small pieces of metal.
