SuperValu to sell €25 million worth of Irish potatoes nationwide in 2013

SuperValu, Ireland’s leading community retailer, has announced it will sell €25 million worth of Irish potatoes nationwide in 2013. The largest purchaser of Irish potatoes, SuperValu annually sources approximately 20,000 tonnes of potatoes from growers in Dublin, Cork, Meath, Louth, Kildare, Donegal, Carlow, Wicklow and Wexford.

Irish farmers are currently harvesting the first of the new season Irish potato crop, which are now available in all 197 SuperValu stores throughout the country.

Commenting on the announcement, Martin Kelleher, Managing Director of SuperValu said, “We are delighted to stock the first of this season’s new Irish potatoes in SuperValu. A staple for households across the country, we recognise that our customers demand the very best that Irish farmers have to offer. As the largest purchaser of Irish potatoes we are proud of our commitment to Irish farmers who play a central part of communities all across the country”.

“We source from growers all across the country to ensure we’re always in a position to offer the best in class in terms of quality Irish fresh food, especially local produce where our retailers directly source from suppliers in the community. In 2012 alone, SuperValu retailers spent €75 million directly with local suppliers, allowing them to offer their customers exceptional local fresh produce, which they cannot get anywhere else.”

“It is an internationally recognised fact that locally owned and operated businesses, like SuperValu, keep and circulate three times more money locally than those in international ownership. Together with our retailers, we will continue to deliver the best value, outstanding customer service, and the very best Irish fresh food offering in the country.”

During 2012, SuperValu invested €290 million in delivering value to today’s budget conscious shopper, while maintaining its policy of sourcing from Irish suppliers whenever possible.

SuperValu employs in excess of 12,000 people, with an annual payroll of over €213 million, making it one of the State’s largest employers. Locally owned and operated businesses, like SuperValu, keep and circulate three times more money locally than those in international ownership.

SuperValu, which has 197 stores nationwide, is committed to local employment and supporting local suppliers. 75% of everything on SuperValu’s shelves is sourced or produced in Ireland, contributing over €1.6 billion to the Irish economy and helping to sustain almost 30,000 Irish jobs in the farm, food and retail sector. Of this, SuperValu sold half a billion euro worth of Irish fresh food in 2012.

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Pick a number…

We’re quite fond of listing impressive numbers on this blog, so the launch of Centra’s Own Brand range was a great opportunity to highlight some really good ones: 900 products, 150 suppliers, 460 participating Centra stores nationwide and sales of €40 million achieved since its launch in April. It’s also the biggest product launch in Centra’s 34 year history – an €8 million investment.

But, however positive a tale they tell, are these really the numbers that matter? Modern consumers can be wary of figures that don’t really tell them more – and they may have a point. They may for instance ask: “Is Own Brand good for Ireland as well as Centra?”

Well, one answer is that the launch of this extensive range of Own Brand products helps the Irish consumer save money. More importantly perhaps, it also supports local businesses and job creation. It’s not just about a new range, therefore, but new – or renewed – supplier contracts with Irish companies.

Mulrines is one such. A company that has been operating in Donegal for almost a century and that employs more than 150 people locally, Mulrines produces a range of quality juices for Centra and has been awarded a contract valued at over €1.2 million.

Munster Soft Drinks and Carlow-based Sunshine Juices Limited are other contract winners. In fact the relevant figures for Irish companies involved in Centra Own Brand are 110 Irish suppliers out of a total of 150 and projected retail sales in 2013 for those Irish companies of over €150 million.

So take your pick: a boost for Centra, a boost for consumers or a boost for the Irish suppliers? We like to think that this story really does have something for everyone!

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SuperValu opens new Miltown Malbay store

€5.5 million investment to create 50 new jobs

SuperValu’s new store in Miltown Malbay, Co. Clare was officially opened today by RTE TV and GAA Sports Presenter Marty Morrissey. The new store represents a total local investment of €5.5 million by local businessman John Jones and is set to create 50 new jobs.

At 12,500 square feet the store will boast a superb fresh food offering, which includes an expert butchery department and fish counter, an excellent fresh fruit and vegetable selection and a range of exclusive breads from its own in-store bakery department. A full off-licence will also offer a wide range of world wines, beers and spirits.

Customers can also avail of the SuperValu online shopping service allowing customers to shop online and avail of a ‘click and collect’ or home delivery service. In addition the centre will also include a sports complex and children’s playground along with 132 car parking spaces.

John Jones, owner of Miltown Malbay SuperValu, said; “I am proud to stand here today on the site of our newSuperValu store with my parents Cyril and Patsy who both still work in the business. This is a tremendous achievement for us to continue to build on a business that has been in our family through the generations. We are delighted to be able to offer the local Miltown Malbay community a top class store that provides a quality shopping experience with an extensive range at the best possible value. As well as our fresh food offering and in-store expertise, our customers will be able to avail of additional services such as purchasing GAA tickets andPayzone. Being from Miltown Malbay, I am proud that we have the opportunity to invest locally and employ people from the surrounding area which will add to the overall shopping experience for our customers”.

Commenting on the announcement, Michael Morgan, SuperValu Sales Director  said “We are delighted to be expanding the SuperValu network with this latest local store and bringing our unique shopping experience to a new community. This significant investment and job creation from John, a Miltown Malbay native, is a real demonstration of SuperValu and its retailers commitment to building vibrant local communities. Customers can look forward to excellent customer service, top quality fresh food at exceptional value and a commitment to Irish and local sourcing.”

SuperValu, which now has 197 stores nationwide, is committed to local employment and supporting local suppliers. 75% of everything on SuperValu’s shelves is sourced or produced in Ireland, contributing over €1.6 billion to the Irish economy and helping to sustain almost 30,000 Irish jobs in the farm, food and retail sector.

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50 years of achievement

The achievements of one of Musgrave’s best-known innovators has just been recognised by one of Ireland’s foremost educational establishments. As many of you will know, our former Managing Director, Chief Executive and Chairman, Hugh Mackeown, was among a select group of recipients of the 2012/13 Trinity College Dublin Alumni Awards.

An Alumni Award is recognition by Trinity of the important contributions its alumni have made in their particular field. In Hugh’s case it recognises a success story that takes us from the fairly sleepy Irish retail environment of the early 1970s to the highly competitive, technologically advanced and fast-moving retail sector of today.

Hugh was instrumental in creating that sector — and the Musgrave model, which, we like to believe, is the most innovative in the market. He played a major part in developing Musgrave beyond its cash and carry origins to today’s international business employing a sophisticated retail partnership model.

There are numerous impressive figures we could cite from Hugh’s time in the business — increased turnover from €7 million to €4.9 billion per year, the creation of over 60,000 jobs, market share of about 4% in 1980 and 25% today. But in some ways it’s the least obviously striking figure that is the most important. These achievements happened over a fifty-year period. While it is important to respond quickly and nimbly to change — as we have done to PCs, smartphones and CRM innovation — it’s equally clear that much of our success is down to careful planning and development over a long period. And, thanks to Hugh and the many people who built today’s Musgrave Group, we are in a good position to continue for an even longer one.

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Winning ideas

The Marketing Society of Ireland describes itself as “a hub for networking, exchanging ideas and access to the latest in applied thinking around today’s consumer, brand and communications and all marketing matters”.

As you can imagine, therefore, it’s not an organisation likely to be easily impressed by just any old marketing idea. For example, when you put up a campaign for The All Ireland Marketing Awards you not only have to submit an outline of your programme to the Marketing Society of Ireland in March but you then must present to its judging panel if you get shortlisted. And if you make it past all that you will find yourself on a final shortlist of five major national brands and very much in the spotlight at the annual All Ireland Marketing Gala night in the Burlington Hotel in Dublin.

And that’s where the CRM team in the ICIT Department of MRPI found itself on the 23rd of May, fighting it out, politely of course, with other big names like Bord Gais and Irish Distillers, for the chance of winning the award for best Direct Marketing Campaign in Ireland in 2012.

And win is exactly what the MRPI team did. It won for what we believe is a very innovative campaign using strategic mailings to (as they put it), recruit, reward and retain customers. The precise details of the campaign can be found in our news section. The bigger picture, which is something this blog likes to address, is that this is yet another illustration of how Musgrave’s various parts — retail, warehousing, IT, management, logistics and so many others, including marketing, all bring into play enthusiasm and ideas that translate into better service and more customer loyalty — benefiting the group as a whole.

So it’s not just about winning awards but about doing a good job and getting results — which this campaign undoubtedly did. Of course, impressing The Marketing Society of Ireland is a rather welcome bonus…

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