GAA Stars Line Out to Launch SuperValu’s GAA Campaign for 2012

SuperValu’s sponsorship of the GAA Football All-Ireland Senior Championship kicked off today at GAA headquarters, as stars lined out to launch the retailer’s 2012 campaign. SuperValu, which is now entering the third year of its sponsorship of the GAA Football All-Ireland Senior Championship, revealed a number of exciting new initiatives, which confirms the commitment of its 195 stores nationwide, to bring GAA into the very heart of local communities.

The first of these initiatives already began when SuperValu recently announced its partnership with the GAA and to create Ireland’s largest secure ticket sales network. Over 100 SuperValu stores will sell tickets for GAA fixtures throughout the remainder of the year. The new sales network significantly increases the availability of tickets to all those wishing to watch top-class hurling and football and means that fans can get everything they need for GAA matches locally.

SuperValu also want to make sure that as many counties as possible, get a taste of the Sam Maguire Cup this year. They have created the world’s biggest Sam Maguire and ‘SuperValu Sam’, which stands at over seven metres tall and weighs over 1200KGs will be seen at GAA fixtures all over Ireland this Summer.  It really has to be seen to be believed!

SuperValu shoppers can also look forward to lots of in-store activity, as every time a county participates in a Championship game, stores will be giving their shoppers a chance to win tickets to the game – even the All-Ireland final itself.

SuperValu is also celebrating GAA fans who show real pride and passion in their county and local club with the ‘Ireland’s Number 1 Real GAA Supporter’ competition. The winner of ‘Ireland’s Number 1 Real GAA Supporter’ will receive an amazing prize of €10,000 to spend on GAA activities in their community as well as a VIP package for two people, including tickets, accommodation and €500 spending money, to the All-Ireland Final in September. The three competition runners up will also each receive tickets to the Football All-Ireland Final.

To enter, simply log on to and tell us why you or someone you know is ‘Ireland’s Number 1 Real GAA Supporter’. Applicants are also welcome to add a photo or video to support their application and the more creative the entry the better your chance of winning this great prize.

The closing date for entries is August, but why not get the whole community involved and get the application in early. A shortlist of four finalists will be pitted against each other on Today FM’s Paul Collins Show, with the overall winner crowned in September. For more details visit

Commenting on SuperValu’s 2012 GAA campaign, Martin Kelleher, Managing Director of SuperValu, said: “Both Supervalu and the GAA have a long and distinguished history of being at the very centre of Irish communities and we are dedicated to helping the towns and villages in which we operate to continue to grow and thrive. SuperValu understands the importance and value of GAA to local communities and as proud sponsors of the GAA Football Championship, we hope that our 2012 plan will continue to place GAA right at the heart of our local communities”.

SuperValu Proud Sponsors, Real Supporters of the GAA Football All Ireland Senior Championship

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It’s always a good time to enhance staff skills

In a tough time for the economy in Ireland and the UK, we are still — and always will be — putting money into improving staff skills. Increasingly governments are also seeing the benefits of initiatives that build a better workforce. When we and they get together with the same intention in mind the combined impact on skills improvement is even greater.

Which is why we got involved with the Northern Ireland Government funded programme, ApprenticeshipsNI. But it wasn’t just a case of picking candidates and sitting back. We took a proactive approach to the programme to ensure it would be good for us, our staff and the overall aims of ApprenticeshipsNI.

And the training was very relevant to our concerns, focusing as it did largely on developing skills in a work-based environment. It’s obviously important in a tough retail environment to present highly professional, personal and knowledgeable staff to the public and suppliers. And it benefits the economy as a whole. But whatever the economic climate staff excellence is one of our USPs and enhancing staff skills remains a primary focus.

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Musgrave Group announces good financial results for 2011

€284 million investment brings Irish jobs total to 35,000

Dublin – Musgrave Group, partner to entrepreneurial food retailers and foodservice professionals across Ireland, the UK and Spain today announced its financial results for the year ended 31st December 2011.

The Group reported sales of €4.5 billion up 1.6%, delivering a profit of €71 million 1% below last year. Debt increased from a net cash position of €21 million in 2010 to €187 million at year end following the acquisition of Superquinn.

Commenting, Chris Martin, Musgrave Group chief executive said: “Despite the economic challenges and a consumer that is focused on spending less, we have delivered a good performance with turnover and profit remaining steady for the third consecutive year. 2012 continues to be tough but our brands are performing well, benefiting from customers who want to shop locally for value.”

“The past three years have brought profound and permanent change to the grocery sector in each of our markets. Against this backdrop, we initiated a transformation programme to strengthen our brands and to improve the competitiveness of our business. Through brand innovation, investing in consumer insight, improved partnership with suppliers and a sustained focus on cost reduction we have delivered better value to consumers.”

Investing In Ireland

“Together with our retail partners in SuperValu, Centra and Daybreak, we invested €284 million in Ireland in 2011 in store openings, refurbishments and acquisitions. This investment programme helped to increase the number of people employed by Musgrave and our retail partners to 35,000 which is almost 14% of the total number of people working in the retail sector in Ireland.”

“This commitment to supporting Irish SMEs at a community level is a compelling point of differentiation for our brands. Last year we spent €1.75 billion on Irish sourced goods and services. We are building on this commitment by creating opportunities for Irish companies in the UK. Our Groupwide own-brand strategy is providing 33 Irish suppliers with additional retail sales to our UK network of stores.”

“Our agenda of bringing fresh food leadership, range innovation and value to all the communities served by our retail brands has delivered for SuperValu, Centra and Daybreak in Ireland. SuperValu achieved retail sales of €2 billion. By continuously adapting its offer to a more budget conscious consumer, Centra significantly outperformed the convenience market with retail sales of €1.4 billion while Daybreak added 36 new stores and together with DayToday achieved €300 million in sales.”

“Our focus on developing our business in Ireland extended to our €229 million investment in Superquinn which increases our market share in Dublin to 22%. Superquinn’s legacy of fresh food, customer service and support of Irish suppliers represents a good fit for Musgrave. On completion of the acquisition in October 2011, our immediate focus was on stabilising the business which has been severely impacted in recent years by changes in the marketplace and declining consumer spending. We are now working on the long term integration plan for Superquinn with an initial focus on assessing how we best leverage its heritage in innovation and fresh food while applying our expertise in range and own brand development.”

Performance in Great Britain

“In a challenging retail market, we have continued to make progress in Great Britain with our Budgens and Londis brands achieving retail sales of €2 billion in 2011. We have been investing heavily in value by cutting the price on thousands of products while improving the quality and depth of range in our 2000 Budgens and Londis stores. Investment in brand development and innovation helped us to deliver on our recruitment targets with the number of Londis retailers increasing by more than 100 bringing the total to 1879.”


“The outlook for the Group for 2012 remains challenging especially in Ireland where we expect to see little to no growth in the grocery market. Nonetheless our brands are performing well with positive sales growth in both the Irish and British markets.

For 2012 we are continuing to improve the quality and depth of the offer for shoppers with the introduction of the SuperValu Own Brand range in Ireland and the UK. Initial customer indications are good with a 15% increase in Own Brand sales. We are forecasting to achieve €1 billion in Own Brand sales across the Group by 2014.”

“Through our transformation programme we are now a stronger more efficient business with market leading brands and the agility to respond quickly to changing consumer demand. We have put in place medium term debt facilities as well as a long term private placement which has given the Group available facilities of €435 million. Together these elements are providing us with the solid foundations to support our retail partners and to deliver sustainable growth.”

“Going forward, our focus will remain on investing in price for an increasingly budget conscious consumer and working with our retail partners to ensure
innovation and value are at the heart of our offer. Through ensuring that our brands are different and better, growing in our core markets and driving efficiencies in every aspect of our business we are confident of delivering sustainable growth for Musgrave and our retail partners.”

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