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It’s true that we do like to shout about the awards our partners win. But we wouldn’t do it if we didn’t think they had put in enough genuine effort to at least be worthy of consideration.

For example, we think SuperValu’s credentials in the fresh food area aren’t bad. SuperValu sold half a billion euros worth of Irish fresh food in 2012, and makes a point of only stocking fresh Irish meat. Its beef, poultry, lamb and pork is 100% born, bred and reared in Ireland.

Having made that clear, we can now let as many people as possible know that SuperValu won the Best Fresh Food Retailer award at the annual Checkout Best in Fresh awards — and another seven for good measure. Everything from creativity and value for money to championing local production and great refurbishment got a mention. We won’t go on about it, however. Do have a look at http://www.checkout.ie/Events/best-in-fresh-awards.html if you want to know more.

However, with all due modesty and a lot of seriousness, we promise that we and our partner retailers will remain aware that we are only as good as the quality of the fresh food range we are offering. So we, SuperValu and SuperValu’s army of fully qualified butchers, fishmongers, bakers and fresh food experts, promise to remain worthy of these awards — and not just because we like having something to shout about.

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