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SuperValu NI Sales Director, Nigel Maxwell announces the partnership with top Northern Ireland chef, Noel McMeel as SuperValu NI's Ambassador Chef

Pictured: SuperValu NI Sales Director, Nigel Maxwell announces the partnership with top Northern Ireland chef, Noel McMeel as SuperValu NI’s Ambassador Chef.

SuperValu NI has announced a new partnership with a top Northern Ireland chef as part of a major investment into its local offering. SuperValu NI is rolling out a major upgrade of its 35 stores across Northern Ireland over the next 12 months, which will see a significant increase in its fresh offering in store and a wider range of quality produce to appeal to all customers.

The announcement of Noel McMeel as SuperValu NI’s new Ambassador Chef was made at an event held at Tedfords Kitchen in Belfast to celebrate Northern Ireland’s Year of Food and Drink, attended by tourism officials, media, retailers and stakeholders.

McMeel, who is currently Executive Head Chef at the prestigious five star Lough Erne Resort in Enniskillen, will share his passion for local produce with SuperValu NI customers, promoting its extensive range of fresh, local and quality ingredients and encouraging consumers to shop local.

“SuperValu NI has always been at the heart of the local community, supporting real food and real people. We are currently implementing a major upgrade programme which will be rolled out to all of our 35 stores across Northern Ireland, to offer customers the best in fresh, quality local convenience food,” said Michael McCormack, Managing Director of Musgrave NI. “As part of this investment, we are delighted to partner Noel as he is a passionate ambassador for local produce and wholeheartedly embodies our ethos at SuperValu NI of using simple, local ingredients to produce the best of fresh, quality food,” he added.

Noel McMeel said: “I’m very excited to team up with SuperValu NI and its independent retailers as they represent the heart of the community in Northern Ireland, with their support of local produce, jobs and suppliers. SuperValu NI, like me, is all about keeping it real – real food for real people, so I am delighted to be able to bring my recipes, top tips and cooking twists to homes throughout Northern Ireland,” he added.

SuperValu NI stores, which are owned by independent retailers, currently sell in excess of £105 million of local products annually. 60% of everything sold in the stores is produced or sourced in Northern Ireland and more than 75% of all fresh ranges are sourced locally. 100% of SuperValu’s beef, pork, lamb, milk, cream and eggs are sourced in Northern Ireland which equates to £50m of locally produced fresh foods annually.

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