Musgrave NI launches Belfast Food Emporium

News | 24th November 2025

On Thursday, 20th of November we officially unveiled our ‘Next Generation Food Emporium’ in Duncrue Estate, Belfast following an investment of £600,000.

This upgrade forms part of our ongoing commitment to redefine food and beverage wholesaling and to deliver best-in-class experience to our customers, aligned with our ambition to be a world class food and beverage business.

We welcomed over 120 customers to what was a fantastic evening of networking, entertainment, supplier sampling, and of course showcasing the new Food Emporium, which now has over 500 additional products with upgraded food and beverage zones, and an enhanced food theatre which will host product demonstrations, menu planning and training services for customers, as well as facilitating leading industry events.

Key highlights

The Beverage Zone

With over 850 products on offer across premium spirits, some of the world’s best wines from Robb Brothers Wine Merchants, champagne, ready-to-drink and premixed cocktails, soft drinks and a complete range of alcohol-free beers, wines and spirits.

The Foods of the World Zone

which sources the best of local and authentic foods, includes dedicated areas for Italian food range Italicatessen, as well Chinese, Indian, Japanese, Korean, Mexican, Thai and USA products.

The Food Theatre

customers can enjoy product demonstrations, menu planning, training and events in this unique space following the recruitment of a new development chef who will work with our Head Development Clement Pavie.

Sustainability and digital transformation

We’re leading Digital Transformation with electronic shelf-edge labels improving legibility and accuracy, and newly installed digital screens, showcasing relevant range, supplier and value communications.

As part of our ongoing commitment to Sustainability, the branch has been refitted with energy saving technology to make operations more efficient and reduce carbon footprint. This includes the introduction of solar panels, energy efficient LED lighting, doored refrigeration and freezers, alongside our digital screens.

Speaking after the launch, John McGinnity Head of Foodservice & Wholesale for NI said –

“I would like to thank Colleen Lamond, General Manager and her entire team, as well as the cross-functional teams who have worked together over the past number of months to create this amazing transformation, and who have delivered a fantastic launch event.”

“I would also encourage colleagues to call into the Belfast branch and see the result of all the hard work – I have no doubt you will be impressed.”