SuperValu First to Market with Bord Bia Quality Assurance Scheme for Lamb

SuperValu has announced that it is the first retailer in Ireland to introduce the Bord Bia Quality Assurance Scheme for Lamb. Always a popular choice for many families over the Christmas period, SuperValu lamb will from today carry the new Bord Bia certification. The new quality assurance scheme will offer SuperValu shoppers assurance on both the quality and origin of all Lamb purchased in store. SuperValu is the biggest seller of Irish lamb in the country and one of the biggest supporters of Irish sheep farmers. In 2009, SuperValu and its network of independent retailers will sell almost 25 million worth of Irish lamb, an average of 4.9 kilos per capita each year.

In launching this new Bord Bia Quality Assurance Scheme, SuperValu are demonstrating their commitment to sourcing quality lamb from Irish sheep farmers. This announcement comes on the back of the arrival of Hill Lamb in SuperValu stores during November which has seen the traditional season for quality Irish Lamb extended.

Commenting on the announcement, Donal Horgan, Managing Director, SuperValu said SuperValu are delighted to be in a position to further support the Irish lamb industry and farmers. It is our policy of sourcing and selling only 100% Irish meat, which ensures superior quality and farm to fork traceability, which is second to none. This long standing commitment to secure supply from local Irish producers has ensured consumer confidence in the SuperValu meat offering, which is served up by expert butchers, across the network of 193 stores, giving SuperValu the biggest butchery network in the country.

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