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SuperValu, Ireland’s leading independent supermarket network has today launched a new on-pack label to reassure consumers of the origin of its Irish salad produce.

SuperValu’s sourcing policy means that it buys Irish salad and vegetable produce whenever possible and its commitment to Irish based producers includes sales of over €1 billion worth of fresh Irish food every year. Of this 67% of all the fruit, vegetable and salad produce it sells is Irish.

Martin Kelleher, SuperValu Managing Director, commented, “Our new label will help to further promote Irish suppliers and also give consumers the peace of mind they need around the country of origin of the salad produce they are purchasing. SuperValu is known as the number one supporter of Irish food and Irish farming and we are extremely proud of the quality and origin of our produce, with traceability systems in place that are second to none. This also extends across all of the stock we purchase, outside of Ireland. Our approach to buying Irish is at the heart of the SuperValu brand, and will continue to provide us with an enduring competitive advantage over our competitors.

SuperValu remains committed to local employment and sourcing from Irish producers. It is the only Irish supermarket with a policy of sourcing and selling only 100% Irish meat and poultry, which is born, bred and reared in Ireland. In 2010 total purchases of Irish goods and services made by SuperValu, was worth over €1.6bn to the Irish economy, serving to both create and protect almost 300,000 Irish jobs in the farm, food and retail sector.

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