As the leading supporter of the Irish agrifood industry, SuperValu continues to lead the way in terms of locally-sourced fresh food. All SuperValu branded fresh beef, poultry, lamb and pork is 100% born, bred and reared in Ireland. SuperValu sold €220m worth of Irish meat and poultry in 2015 alone, as part of their annual contribution of €2.19 billion to the Irish economy.
Commenting on the certification, Martin Kelleher, Managing Director SuperValu, said “As the number one supporter of the Irish food industry we believe in providing our customers with quality fresh food they can really trust. The fact that SuperValu was the first grocery retailer to secure this rigorous Bord Bia accreditation is testament to our policy of sourcing meat of the highest quality from local Irish suppliers.”
“All SuperValu fresh meat carries our unique 100% Quality Guarantee ensuring our product is a cut above the rest and consumers know that when shopping at SuperValu, they are purchasing meat they can really trust. In 2013, we also became the first retailer in the country to have access to the world’s first national DNA database for pigs, ensuring that all our bacon is undeniably Irish, reassuring the customer of the authenticity of the product. With this latest milestone we continue to set the benchmark for others to follow in the Irish grocery market.”
Speaking at the launch Aidan Cotter, CEO, Bord Bia congratulated Pettitt’s SuperValu on its achievement on securing certification for their butchers’ counter: “Bord Bia welcomes the exceptional commitment being made by SuperValu to extend the range of meats under the Quality Assurance Scheme to its serve over counter. Pettitt’s SuperValu has a long established reputation in using and serving the highest quality meat products. This latest initiative further underlines this commitment.”
SuperValu serves over 2.6 million customers every week and has 221 stores nationwide. Together with its retail partners, SuperValu employs approximately 14,500 colleagues, making it one of the State’s largest private sector employers. 75% of everything on SuperValu’s shelves is sourced or produced in Ireland. SuperValu continues to source locally wherever possible and purchases almost €2 billion worth of goods from Irish suppliers which help to sustain 30,000 jobs in the Irish economy.