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supervalus-beef-is-a-cut-above-the-rest-oMusgrave brand SuperValu has brought home the ‘Agri-Food Innovation’ accolade at the UTV/Business Eye awards for its ‘Best Beef Ever’ campaign. The event took place at Belfast’s Waterfront Hall last week and Northern Irelands leading business journalists came together to judge the category. This is another great result for SuperValu’s beef as it’s already been named No.1 for quality and taste.

SuperValu’s beef is all sourced locally and Northern Ireland Farm Quality Assured, so it’s easy to create a great campaign when you have such a fantastic product. Read our blog from previously in the year to find out more about SuperValu beef: https://www.musgravegroup.com/2016/08/23/supervalu-beats-competitors-with-best-beef-ever/

The ‘Best Beef Ever’ campaign, was supported by SuperValu Ambassador and renowned celebrity Chef Noel McMeel, ran in August as part of Northern Ireland’s Year of Food and Drink’s ‘Love NI Meat’ theme.

The UTV/Business Eye awards judging panel commented on SuperValu’s win:

“The Musgrave/SuperValu ‘Best Beef Ever’ campaign was a highly effective means to promote both local beef and the quality of the supply chain. The judges noted the successful use of chef Noel McMeel as an important part of the strategy, as well as the fact that the retail group clearly had faith in the products on sale to consumers.”

Michael McCormack, Managing Director of Musgrave NI, which owns the SuperValu brand said:

We’re delighted to be recognised in the business community for SuperValu’s Best Beef Ever campaign. At Musgrave, we aim to lead in food innovation with both our SuperValu and Centra brands and this accolade is testament to the incredible work of SuperValu staff and retailers to develop an award-winning campaign which delivers for our customers.”

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