Technology allows all Irish bacon products to be traced back to its Irish boar

SuperValu has announced that it is to become the first retailer in the country to have access to the world’s first national DNA database for pigs. The DNA TraceBack system, developed by IdentiGEN, will allow the retailer to ensure all its bacon is undeniably Irish, reassuring the customer of the authenticity of the product.

Recognising potential weaknesses in paper based traceability systems discovered post the pigmeat dioxin crisis, the Irish Farmers Association partnered with IdentiGEN to build the world’s first National DNA databank of boars. These products have in the past been vulnerable to co-mingling of Irish and non-Irish derived pork.

In a first for the Irish bacon and grocery retail industries, SuperValu which has always been committed to using 100% Irish pigmeat, will use this system on all its rashers, ham and bacon, both prepack and over the counter, to provide the consumer with a further guarantee that these products have been born and bred in Ireland, from pigs specifically reared to deliver exceptional quality and taste.

All Irish breeding boars are DNA tagged, which is then used to generate a DNA-ID, a unique code which identifies the animal, its off-spring and subsequently all produce from these animals, ensuring it is 100% Irish.

The program now forms part of the Bord Bia quality assurance program, and both Bord Bia and IFA collect and test samples from SuperValu products, on a monthly basis to ensure compliance with country of origin labeling.  This provides the customer with absolute confidence that SuperValu bacon products are fully traceable through all stages of the supply chain.

Commenting on the announcement, Martin Kelleher, Managing Director SuperValu, said “This system is a first for the Irish food industry and provides SuperValu with a unique point of difference – one that underpins the robustness of our supply chain and our commitment to quality. This demonstrates the real partnership between us, our supplier (Oliver Carty Limited) and the Irish farming community. The fact that SuperValu is the first retailer in the country to introduce this DNA TraceBack system for bacon is a testament of our desire to lead the retail market in the area of food safety and quality and our partnership approach with the IFA.” Kelleher added.

Ronan Loftus, Co-Founder & Commercial Director of IdentiGEN Ireland, said, “To further assist industry communicate the robustness of their traceability systems, both the IFA and IdentiGEN offer a self-certification program whereby retailers and their suppliers can submit samples according to a statistical sampling program to verify the Irish origins of their pigmeat. Once their supply chains are shown to be compliant, they can market this to consumers through the use of the DNA TraceBack logo, using the latest science to underscore their commitment to Irish production. The approach SuperValu is taking is gold standard in terms of traceability and really differentiates the brand and its products from its competitors. The introduction of this DNA TraceBack system for bacon products by SuperValu underlines the retailer’s commitment to exclusively sourcing quality assured meat products, while supporting Irish farmers.”

Chairman of the IFA National Pigs and Pigmeat Committee, Pat O’Flaherty said “The idea behind this system is to increase the sales of Irish product in the domestic and export markets by providing the consumer with a cast-iron guarantee, backed by science, that the product is of Irish origin.”

In addition to this latest food trace innovation, SuperValu branded beef, poultry, lamb and pork is 100% Irish, with Kantar Market Data confirming that SuperValu has the largest market share in these sectors. SuperValu’s 2012 sales included €182m worth of Irish meat and poultry.  This is the equivalent of 78,000 cattle, 130,000 lambs, 12.1m chickens and 191,000 pigs.

SuperValu serves over 2,000,000 customers every week, has 198 stores nationwide and 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.

Musgrave has announced today that it will be changing the name of its Superquinn stores to SuperValu from February 2014. The decision creates an unrivalled national Irish retail brand, enabling more shoppers to access SuperValu’s offer, while incorporating the best of Superquinn. Regretfully, due to a reorganisation in Superquinn’s support office, 102 colleagues will leave the business over the next eighteen months while 2,500 store staff are unaffected.

Commenting, Chris Martin, Musgrave Group CEO, said: “Combining our SuperValu and Superquinn stores creates an unrivalled Irish retail brand, enabling shoppers to access SuperValu’s offer nationally, while incorporating the best of Superquinn. We understand that some customers will be sad to see the Superquinn name change. However, the decision follows a considered review of all options and is an inevitable next step given the realities of a totally changed grocery market and what the Irish consumer now needs.

As well as the name change, SuperValu will invest €10 million to complete the refurbishment of the Superquinn store network. In addition to the €15 million invested over the past two years, the award-winning SuperValu own brand range will also be introduced consisting of 2000 products priced at up to 33 per cent less than comparable brands. Shoppers will benefit from an improved in-store experience, better choice and value. Importantly, consumers will continue to enjoy all that they love from Superquinn’s heritage including its in-store ambience, great range, food experts and quality products such as the famous Superquinn sausage.

As part of the name change, a number of Superquinn’s support functions will be fully integrated with SuperValu. I regret very much that this decision will impact 102 colleagues at Superquinn’s support office in Lucan who will leave the business over the next eighteen months. We will do all that we can to help affected colleagues find positions across the Musgrave Group as well as providing out-placement support to assist them in finding alternative employment. This decision does not impact any of the 2,500 colleagues working in Superquinn’s store network.”

Chris Martin, Musgrave Group CEO, concluded: “SuperValu has grown by 30% over the last 10 years and achieves annual retail sales of just over €2 billion. With the addition of Superquinn, one in four Irish consumers will shop at the expanded network of 222 stores.  We will continue to deliver the largest selection of fresh Irish foods in the market with total purchases of Irish goods and services made by SuperValu worth over €1.6bn to the Irish economy annually. SuperValu will also continue to invest more in communities across the country than any other grocery retailer, with the new stores becoming actively involved in initiatives such as the Tidy Towns which SuperValu has partnered with for the last 23 years and the GAA football championship. In the coming months new ranges, store revamps and improved value will also be introduced.  The conversion to SuperValu will be completed in February 2014 with all stores continuing to be owned and operated by Musgrave.”

€8 million investment and 70 new jobs

SuperValu’s new store in Celbridge, Co. Kildare was officially opened today. The store, which is owned by brothers and local businessmen Steven, Joe and Michael Nally, represents a total investment of €8 million and is set to create 70 new jobs.

Located in St. Wolstan’s Shopping Centre on the Dublin Road, the 15,000 square foot store will give the people of Celbridge a whole new shopping experience, as this store will boast a superb fresh food range, which includes expert butchers and fishmongers, an excellent fresh fruit and vegetable selection and a range of exclusive breads made by its own bakers in-store. 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.

Steven Nally, joint owner of Celbridge SuperValu, said; “We are proud to be opening a second SuperValu store, particularly here in Celbridge where myself and my brothers went to school. This new store demonstrates our confidence in the local economy and our commitment to the community of Celbridge. I am proud that we have the opportunity to invest locally and employ people from the surrounding community which will add to the overall shopping experience for our customers.”

He continued “We are delighted to be able to offer the people of Celbridge an extensive range of quality produce 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 our online delivery.”

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 and new customers. This significant investment from Steven, Joe and Michael is a demonstration of SuperValu and its retailer’s commitment to contributing 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 serves over 2,000,000 customers every week and now has 198 stores nationwide. 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.