SuperValu signs supplier agreement with truly Irish country foods for 100 per cent traditionally Irish and guaranteed locally produced pork

Supervalu has announced that it has signed a deal with Truly Irish Country Foods to provide rashers and sausages which are locally produced, fully traceable and 100 per cent Irish to its 194 independently owned stores across the country.

The launch is a major milestone in the Irish Pork Industry, which has seen the development of the Truly Irish Country Foods brand by Irish pork producers, in order to return a better share of the retail margin to Irish pig farmers. With people returning to home comforts in time of recession, the overall rashers and sausage markets are now worth €103 million and €79 million respectively.

Truly Irish Country Foods is the brand of the North South Pig Company Ltd, a company recently formed by the Pork Farmers of Ireland. The group has a total of 140 producers who supply their pork to the producing company, representing 70 per cent of pork producers in Ireland. The brand was developed in response to Irish consumers concerns about origin, labelling and quality of meat products.

The range of products now available in stores under the Truly Irish Country Foods brand includes traditional rashers, beechwood smoked rashers, maple cured rashers, premium sausages and jumbo sausages.  The new brand will guarantee that any consumer purchasing products from the range will get a 100 per cent produced Irish product and are Bord Bia Quality Assured. As a result, customers will put money back into their local community, thereby sustaining and creating jobs in the local economy. Truly Irish Country Foods estimates that the Irish pork industry currently supports 8,000 jobs alone.

The launch is being complimented by a new marketing campaign by Truly Irish Country Foods which is aimed at educating consumers about the benefits of purchasing Irish produce. The campaign will consist of TV, radio, newspaper, magazine and online advertising. In addition, it will also see local farmers promote their products in store across the country.

Commenting on the announcement, SuperValu Managing Director, Donal Horgan, said, “SuperValu has a long established policy of investing in local Irish produce whenever possible, thus providing the Irish consumer with top quality fresh Irish food at the best price possible as evidenced by our ‘All we cut is our prices’ value campaign launched last week.   

Our partnership with Truly Irish Country Foods is an exciting new initiative to give the public the locally produced pork that our customers are demanding, whilst also supporting the Irish food industry. Our commitment to Irish based producers includes combined Irish retail sales of €1 billion of fresh food in 2008.

Jim McGrath, Chairman, Truly Irish Country Foods, added, “Truly Irish is not just a name, it’s our guarantee. In recent months pork products have really been in the limelight and years of market research have shown that Irish consumers have huge concerns when it comes to the country of origin of meat products. Our products address people’s concerns about origin, labelling and quality of their meat products. The success of our brand will quite simply mean that farming is once again an option for our young people as a career. I would strongly encourage the public to look for the truly Irish packaging on SuperValu shelves, as they are guaranteed not to be disappointed!

During 2008 Musgrave, the SuperValu brand made a significant contribution to the Irish economy and Irish suppliers with 75 per cent of all products purchased on behalf of all its retail partners, either produced or manufactured in Ireland. This represents total purchases from Irish suppliers in excess of €2.85 billion at retail level, serving to both create and protect Irish jobs and livelihoods and also sustain the Irish community. SuperValu also has the biggest network of qualified butchers, with our 400 butchers employed across its network of 194 stores.

Product overview and pricing:




Truly Irish Traditional Rasher  



Truly Irish Maple Rasher



Truly Irish Beechwood Smoked Rasher



Truly Irish Premium Sausage Breakfast (12’s)   



Truly Irish Premium Jumbo Sausage (6’s)



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SuperValu announces €200 million in price cuts and offers during 2009 as “All We’ve Cut is Our Prices” campaign launches

SuperValu announces €200 million in price cuts and offers during 2009 without compromising support for Irish suppliers. Average trolley of goods to drop by more than €30 as ‘All We’ve Cut is Our Prices’ campaign launches

Earlier today, SuperValu launched its ‘All We’ve Cut is Our Prices’ value campaign, a major initiative to introduce even more significant, long-term price reductions for its shoppers on everyday products and brands. From today, at SuperValu’s 194 independently owned stores across the country, the cost of an average weekly trolley of goods (see attached) is reduced by €30, from €129.96 to €98.56, a drop of 23 per cent. This is being delivered without sacrificing SuperValu’s commitment to Irish suppliers and Irish jobs and will see the value of SuperValu’s price reductions and offers top €200 million in 2009 with over 2,000 permanent price cuts in-store so far this year.

Said Donal Horgan, Managing Director, SuperValu; “SuperValu is a business that listens to what the Irish consumer wants and given the choice, we know people want to buy Irish. This campaign allows them to do this, while spending a lot less. All we’ve cut is our prices, we have not cut our commitment to Irish suppliers and Irish jobs. As part of Musgrave, SuperValu has buying power in excess of €4.9 billion and is at the forefront of delivering value to Irish consumers.

“In addition to the price reductions announced today, shoppers can reduce their weekly spend even more by availing of SuperValu’s weekly in-store promotional and special offers programme. Today’s investment amounts to €86m in additional price cuts for consumers and brings to €200m, SuperValu’s overall price investment programme for 2009. This includes deals such as half price striploin steak or chicken with free vegetables, €7 family dinners and big brands for €1 and €2. Additionally, purchasing from SuperValu’s own brand ranges provides consumers with further savings of up to 40 per cent on the equivalent branded product.

Added Horgan; “Currently 75 per cent of everything on SuperValu’s shelves is sourced or produced in Ireland and this is set to continue. These purchases are worth in excess of €2.85 billion every year to the Irish economy and indirectly support 14,000 Irish jobs. For example all SuperValu branded beef, lamb, chicken, pork and bacon is 100 per cent Irish, while 65 per cent of all our fruit and veg is also Irish adding up to €1.2 billion worth of fresh produce every year.

SuperValu’s price reductions apply across a variety of ranges in all 194 stores.

The following are just a few examples:




SV Own Brand Milk 2ltr



Nice Price Bread 800g 



Mc Cain Home Fries Crinkle Cut 1.5kgs



Birds Eye Cod Fillet Fingers 10s



Coca-Cola 2ltr 



Colgate Total Plus Whitening 100ml



Flora Pro Activ 500g



Johnsons Baby Lotion 300ml



Johnsons Baby Powder 500g



Lynx Shower Gel Africa 250ml



Nescafe Gold Blend Coffee 100g



Sqeez Orange Juice 1ltr   



Sure Aerosol Deodorant Crystal 150ml



Surf Powder 30 Scoop Sunshine 2.85kgs 



Kit Kat Chunky 5pk



Gillette Mach 3 Blades



SuperValu Quality Irish Striploin Steak 500g    




Horgan added, “SuperValu has an exceptionally strong promotional and value offering across our retail partners stores and this has been widely supported by shoppers, with our share of the grocery sector peforming ahead of the market. Our share has been increasing, while continuing our support of Irish food, which we believe is amongst the best quality found anywhere in the world. We are proud to work with Irish suppliers to deliver Irish products to consumers at the best possible price.

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