Paper cup distributor Benders has announced a new partnership with The Broderick Group to supply the vending services provider with 50m cups over the next three years.
Already a supplier of vending cups for the group, Benders will now become a preferred supplier of cups for the Broderick’s brand of coffee shops. The deal is one of Benders’ largest ever with an independent vending operator.
The partnership represents a momentous point in its history, according to Benders’ Mike Gardner: “It’s a tribute to our business relationship with Broderick’s that they’ve given us their coffee bar business for the first time. Broderick’s business with us in vending cups has grown significantly year-on-year and there’s every indication that this trend will continue; so when you add to that the incremental business that will emerge as the result of Broderick’s continuing growth in the coming years, the potential is very exciting.”
The Broderick Group’s managing director Johnny Broderick said: “We’ve continued to grow in recent years despite the recession and it makes sense for us to plan for continued expansion by negotiating an exclusive deal for the provision of all our cups and agreeing terms that will take us through to 2018. It’s not just about volume; we were very impressed by Benders’ understanding of our objectives, and the quality of their products is of the same high standard our customers have come to expect.”
“Benders’ input into the creative process was invaluable to us, they really ‘got it’. We have a real partnership with them now that’s based on design, ideas, innovation and quality. Between us, we’ll turn the humble paper cup into a powerful tool for sales and marketing.”
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