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Pictured at the launch of SuperValu Signature Tastes Irish Hampshire Pork at the National Ploughing Championships are Martin Kelleher, Managing Director, SuperValu, Minister for Agriculture Michael Creed T.D., SuperValu Good Food Karma Project Ambassador Kevin Dundon with Eamon Howell, SuperValu Trading Director. This new fully traceable, premium 100% Irish pork range by SuperValu, the leading Irish grocery retailer, will help to boost the €117 million Irish pork market by offering consumers a premium pork product from traditionally-reared Irish pigs at an everyday, affordable price. SuperValu Signature Tastes Irish Hampshire Pork has a number of distinctive features which set it apart. All Irish Hampshire pigs bred for the range are traditionally reared on a Bord Bia approved farm, fed on a specific natural diet including home milled grains and sourced within 20km of McCarren Meats, where innovative new processing methods are used.

Pictured at the launch of SuperValu Signature Tastes Irish Hampshire Pork at the National Ploughing Championships are Martin Kelleher, Managing Director, SuperValu, Minister for Agriculture Michael Creed T.D., SuperValu Good Food Karma Project Ambassador Kevin Dundon with Eamon Howell, SuperValu Trading Director.

SuperValu, the leading Irish grocery retailer, has today announced the launch of a new fully traceable, premium 100% Irish pork range – SuperValu Signature Tastes Irish Hampshire Pork. The new range, which was launched by Minister for Agriculture Michael Creed T.D. at the National Ploughing Championships, will help to boost the €117 million Irish pork market* by offering consumers a premium pork product from traditionally-reared Irish pigs at an everyday, affordable price.

The Hampshire breed is one of the oldest breeds of pig in existence today and is renowned for offering the leanest meat. The pig is easily identified by its black coat which sports a unique, flashy white belt around its shoulder and front legs.

The SuperValu Signature Tastes Irish Hampshire Pork has a number of distinctive features which set it apart. All Irish Hampshire pigs bred for the range are traditionally reared on a Bord Bia approved farm, fed on a specific natural diet including home milled grains and sourced within 20km of McCarren Meats, where innovative new processing methods are used.

Speaking at the launch, Minister for Agriculture Michael Creed T.D. said, “The Irish agrifood industry has played a crucial role in Ireland’s economic recovery and innovation will be key in ensuring it continues to do so. This initiative by SuperValu, McCarren Meats and Oliver Carty, represents an important development in bolstering the Irish pork market – further showcasing the quality and versatility of Irish pork meat to the consumer, and nurturing this important indigenous industry.”

Eamon Howell, SuperValu Trading Director said, “As the number one supporter of the Irish agrifood industry, at SuperValu we sell more fresh meat than any other retailer in the country and all our SuperValu fresh beef, lamb, pork, bacon and chicken is 100% Irish – born, bred and reared in Ireland. We continue to drive the fresh food leadership agenda, constantly raising the bar in terms of innovation and providing customers with fresh, locally-sourced quality Irish food. We aim to boost pork sales with SuperValu Signature Tastes Irish Hampshire Pork, with seven out of ten consumers choosing the product over standard pork in our taste tests.”

“We are pleased to partner with McCarren Meats and Oliver Carty – meat producers who together have combined experience in the pork industry of over 200 years – to bring a premium, Irish pork product to consumers which will provide a unique dining experience no matter what the occasion.”

Luke Bogue, pig farmer from Ballineagh, Co. Cavan and supplier of SuperValu Signature Tastes Irish Hampshire Pork, added, “This is a fantastic boost for the Irish pork industry. I have built a business that employs 40 people by focusing on quality, with the welfare of our pigs of paramount importance to us. This premium range draws on traditional, time-honoured pig rearing techniques to deliver the very best in flavour. We are delighted that through this initiative SuperValu is helping us to promote Irish pork to a larger audience.”

SuperValu serves over 2.6 million customers every week and has 221 stores nationwide. Together with its retail partners, SuperValu employs approximately 14,500 colleagues, making it one of the State’s largest private sector employers. 75% of everything on SuperValu’s shelves is sourced or produced in Ireland. SuperValu continues to source locally wherever possible and purchases almost €2 billion worth of goods from Irish suppliers which help to sustain 30,000 jobs in the Irish economy.

*According to the latest Kantar Worldpanel data

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