Carmelo Abela Marketing, a long-established leader in food importation and distribution in Malta, has taken a bold step forward with its recent acquisition of Macbake, a company renowned for its bakery and confectionery product range.

This strategic move marks a significant expansion of Carmelo Abela’s capabilities in the food service sector, enabling the company to offer a more comprehensive product portfolio while consolidating operations for greater efficiency and impact.

The decision to acquire Macbake, according to Steve and Pierre Abela, Directors of Carmelo Abela Marketing, was both strategic and seamless. “Before this acquisition, Carmelo Abela was focused on retail, deli counters, and food service for restaurants, canteens, and similar clients,” they explained.

“With Macbake, we’ve established ourselves in the bakery and confectionery segment – a product line that is entirely complementary and doesn’t conflict with our existing offerings.”

The bakery sector isn’t entirely new territory for Carmelo Abela. “Over 25 years ago, we were already involved in bakery distribution. That experience gave us the know-how and market understanding to integrate Macbake’s operations with ease,” they said.

With Macbake’s specialised products now added to the mix, Carmelo Abela Marketing has effectively broadened its reach and value to existing and prospective clients, offering a wider variety of high-quality goods across multiple food categories.

One of the most immediate benefits of the acquisition is operational consolidation. By merging logistics, warehousing, and sales forces, the company has streamlined its backend processes while maintaining strong, client-facing brand identities.

“There was a natural synergy between the two businesses,” Pierre said. “We’re now operating with a single delivery team, shared warehousing, and an integrated sales force. For example, frozen goods are already being distributed efficiently across both companies.”

These changes are more than logistical improvements; they are directly enhancing the customer experience. “The main goal was always to become more efficient so we can provide even better service to our clients,” Steve added.

With the integration of Macbake’s sales team, Carmelo Abela Marketing now boasts the largest food service sales team in Malta. This expanded team has already begun to show results.

“In the short term, we’re already being recognised as one of the main suppliers in the food service industry,” the directors noted. “We’re actively growing our presence among restaurants, cafés, hotels, and other key players, particularly as Malta’s tourism industry continues to grow.”

The strengthened sales force also allows the company to offer a more comprehensive product range, including bakery, confectionery, dairy, and other essentials. The long-term goal? To become a one-stop shop for food service providers across the island.

Macbake, with its strong reputation in the local market, will retain its brand identity under the Carmelo Abela umbrella. “The Macbake name is well respected in the bakery and confectionery sector and we don’t want to lose that,” the directors explained. “For now, we’re continuing to operate under the same name, recognising the trust and loyalty Macbake has built with its customers.”

The future of the Carmelo Abela–Macbake partnership is anchored in innovation and client-centric solutions. The company is currently building a new facility designed to expand product development capabilities. This includes plans for an in-house kitchen to test and tailor products to meet specific client needs, whether that’s for catering, events, or specialty offerings.

“Our goal is to continue growing under the Carmelo Group name,” said Steve. “We want to design and produce custom products for our clients. This is the kind of flexibility that sets us apart.”

Additionally, the company plans to host events that showcase both Carmelo Abela’s and Macbake’s product lines, offering opportunities for clients to sample new items and explore the full breadth of the company’s offerings.

At the heart of this acquisition lies a clear vision: to serve the evolving needs of Malta’s food service sector with efficiency, variety, and quality. By consolidating operations, preserving trusted brand identities and expanding their product and service range, Carmelo Abela Marketing Ltd is positioning itself as a leader in the industry.

“We’re always focused on providing good products and excellent service,” the directors concluded. “This move with Macbake is just the next step in our ongoing journey to better serve our clients and grow with the market.”