SuperValu launches Beef Producer Guidelines

June 26th, 2018 – SuperValu has become the first retailer in the Irish market to provide guidance and support for beef farmers with the launch today of its Beef Producer Guidelines. Ireland’s leading grocery retailer developed the guidelines in association with our meat producers Kepak and ABP, who supply beef to SuperValu stores across the country from independent Irish farmers.

The guide was developed as part of SuperValu’s commitment to sourcing high-quality beef in a responsible manner. They underline the retailer’s leadership position on sustainability by supporting local farmers and by encouraging the more efficient use of food resources.

The guidelines are a link between producers and consumers and provide advice and guidance to farmers on improving the quality of their beef under a range of headings, including breeding and genetics, animal nutrition, housing management and health. SuperValu also hopes that the guidelines will help contribute to consistent beef quality for its independent store network and consumers.

Commenting at the launch of the Beef Producer Guidelines, Martin Kelleher, Managing Director, SuperValu, said, “Working with over 1,800 Irish suppliers, SuperValu supports more local food businesses in communities across the country than any other grocery retailer.

“Our independently-owned stores are committed to providing the highest-quality, locally-sourced fresh meat and this guide provides the support and advice that Irish beef producers need to access our supply chain and to get a better return on their investment. The guidelines also guarantee that SuperValu stores around the country have access to a consistent supply of high-quality, locally sourced beef.”

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Food Academy continues to support family businesses and impact local economies

Now in its fifth year our Food Academy programme continues to grow and support small family businesses across the island of Ireland, helping them to expand and make a positive impact on local communities.

This was perfectly demonstrated this month when Union Hall, a Food Academy participant, signed an agreement worth €920,000 with SuperValu to supply a range of oak-smoked fish products.

Based in West Cork, Union Hall Smoked Fish is a family run business, set up in 1987, specialising in smoked salmon, mackerel, tuna, and fish patés, made using traditional techniques in their bespoke artisan smoke house.

Union Hall participated in the Food Academy programme to gain valuable business and branding support to help grow the business and enable them to scale up production. The company now employs eight people and the deal will see Union Hall smoked fish products available in over 85 SuperValu stores nationwide.

Food Academy is a joint initiative between Bord Bia, the network of Local Enterprise Offices and SuperValu and was established to support early-stage Irish food businesses. Participating companies gain access to expertise in branding, market research, business development and distribution, to allow them to scale up and secure listings with SuperValu. We also have our Food Service Academy, now in its third year, which works with businesses looking to access the foodservice market working with our Musgrave Marketplace brand.

To date the two programmes have helped hundreds of Irish food producers, many of them small family-run businesses. In some cases, such as the Happy Pear, the businesses have gone on to become household names, with full food ranges and cookery books.

The Food Academy is just as valuable to us as a business as it is to the producers themselves. Working with and building relationships with up-and-coming food producers in Ireland gives our brands a unique difference and offers our customers a better choice in local food. We know provenance and traceability has become important for consumers, and that our shoppers and our foodservice customers want more choice when it comes to Irish food.

At the same time, we are supporting communities across Ireland, by encouraging regional businesses to grow and thrive, creating more jobs and positively impacting their local economy.

To mark the five-year anniversary of Food Academy, TV celebrity Hector Ó hEochagáin has been travelling around Ireland talking to local producers from the programme about their products – finding out the stories behind the products and the real people and families who make them. You can view the videos here.

Find out more about our Food Academy and Food Service Academy Programmes.

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Family businesses are a force for good

Family businesses are important. They are the lifeblood of local economies, they are innovative and nimble, and they are typically built for the long-term, passing from generation to generation.

At Musgrave we are a sixth-generation family business with a 140 year heritage. Not only that but we have a commitment to working and supporting other family businesses across the island of Ireland and Spain, whether that is our independent retail partners who run our market leading stores, artisan producers from our Food Academy and Food Service Academy programmes or family-run suppliers who we buy products from for our ten food brands.

Each one adds to the richness of our food and retail offering, they are committed and honest and they offer diversity within the sector.

Earlier this month we were extremely proud to accept the Top Family Business Award at the seventh European Families in Business Awards, held in Madrid. The awards recognise family businesses from across Europe that excel in areas such as stewardship, governance, growth, and sustainability and are judged by family business leaders and specialists.

The judges were particularly impressed with the way we engrain our values in our everyday work – values of long-term stable relationships; working hard; not being greedy; honesty and achievement.

They were also impressed by our cutting-edge governance structure and commitment to sustainability and customer well-being.

We believe that our purpose statement Growing Good Business sums up our family-business ethos. We are committed to not only growing a profitable business, but one that is a force for good – we want to grow good business.

That means growing sustainably and for the long term not just for the benefit of our shareholders, but for communities and the wider economy because if we prosper so too do our retail partners and the communities they serve.

We have focused our efforts on ensuring that, as well as growing our profits, we put as much effort into helping to build vibrant communities, improving the health of the nation and reducing our impacts on the environment around us. We want to leave a lasting legacy for future generations – one of prosperity, health, happiness and plentiful resources.

To find out more about Musgrave and our history, visit our 140 year anniversary page.

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Musgrave named Europe’s Top Family Business

Musgrave, Ireland’s leading food retail, wholesale and foodservice business, has won the Top Family Business Award at the seventh European Families in Business Awards, held in Madrid.

Musgrave impressed the judges with its cutting-edge governance structure and its commitment to sustainability and customer well-being.

Accepting the award, Chris Musgrave, Musgrave Vice Chairman, said, “As a family business that has been in existence for over 140 years, our ongoing success comes down to our mindset of the need to grow and evolve sustainably. By putting a governance framework in place where we focus on sustaining long-term, stable relationships, we have come out stronger from economic downturns and significant world events. In this respect, it is humbling to see our values recognised by receiving this award, particularly in light of the breadth of competing businesses Musgrave was in contention with.”

Musgrave’s 2017 results show a third consecutive year of profit growth, up 9% year-on-year to €80 million before tax. Total sales also performed well at €3.7 billion despite ongoing food deflation.

The prestigious awards recognise family businesses from across Europe that excel in areas such as stewardship, governance, growth, and sustainability and are judged by family business leaders and specialists.

SGPB head Jean-François Mazaud, who presented the evening’s awards said: “Family businesses are the foundation on which the wider European economy is built, playing a huge role in the delivery of job creation, social cohesion and innovation. Congratulations to all winners, whose values contribute so much to their local communities and to our wider society.”

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Union Hall secures €920k deal with SuperValu through Food Academy programme

Union Hall has signed an agreement worth €920,000 with SuperValu to supply a range of oak-smoked fish products after securing nationwide distribution with Ireland’s leading grocery retailer arising from the company’s participation in the Food Academy programme.

Food Academy is a joint initiative between Bord Bia, the network of Local Enterprise Offices and SuperValu and was established to support early-stage Irish food businesses. Participating companies gain access to expertise in branding, market research, business development and distribution, to allow them to scale up and secure listings with SuperValu.

Based in West Cork, Union Hall Smoked Fish was set up in 1987 by Elmar, and the recently deceased John Nolan. It is now run by their son Sean. Specialising in Smoked Salmon, Mackerel, Tuna, and Fish Pates, the Nolan’s brine the fish, then slowly oak smoke it in the centuries-old traditional manner in their bespoke artisan smoke house.

A coveted product, Union Hall Smoked Fish products are now available in over 85 SuperValu stores nationwide. As part of  their participation in the Food Academy programme through their Local Enterprise Office in Cork North and West, Union Hall have cultivated a unique network of local suppliers, who also participated in the programme. This network is currently working together to help grow the renowned west Cork style of food. Union Hall have also benefitted from over €50,000 in funding that they were able to access through their Local Enterprise Office to help them on their journey.

Speaking about the deal, Sean Nolan, Managing Director, Union Hall said: “Today’s deal with SuperValu was made possible through our participation in the Food Academy programme. We have been able to invest throughout in our business, as well as in our top-class Artisan Smoke House through their support. Furthermore, we now employ eight people, which has seen us reach new heights, including winning an award for our smoked mackerel at the Blas na hÉireann awards in 2017. Through the marketing and branding support of the Food Academy, we decided to come together with fellow suppliers in the west Cork region, which we hope will forage strong ties amongst this particular business community.”

Martin Kelleher, Managing Director, SuperValu added: “We are delighted to expand our partnership with Union Hall, and the spirit that they have shown throughout their participation in the programme, particularly with their local colleagues, goes to the heart of everything SuperValu stands for. We know that our customers love supporting local businesses, and this is one of the many reasons that they choose to shop in their local SuperValu. Through the Food Academy, independently owned, family run businesses, can compete with global brands, without needing to deviate from their beginnings. This is something that we are truly proud of.”

Tara McCarthy, CEO, Bord Bia, said:On behalf of Bord Bia, I congratulate Union Hall on gaining nationwide distribution with SuperValu. Through their hard work, they have expertly utilised the knowledge gained through their participation in the Food Academy Programme. This deal highlights the growth potential for ambitious food producers and their important role in the Irish food and drink industry, capable of serving both local and national consumer needs.”

Oisin Geoghegan, Chair of the Local Enterprise Offices Food Committee, said: “Union Hall are a great example of the Food Academy Programme working to its strengths.  The company were able to access the programme though their Local Enterprise Office in Cork North and West and through this were able to work directly with Bord Bia and SuperValu to grow their family business.  Along with this they were able to continue to work closely with their Local Enterprise Office on the journey to avail of funding to help them get to a position now where they are true ambassadors for West Cork’s world class food.”

SuperValu serves over 2.7 million customers every week and has 217 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 in Ireland, with products sourced from over 1,800 suppliers – more than any other grocery retailer – which helps to sustain 30,000 jobs in the Irish economy.

The Local Enterprise Offices, who are funded by the Government of Ireland through Enterprise Ireland, have 31 offices located in each county nationwide.  The Local Enterprise Offices’ play a key role in fostering start-ups and business growth locally, offering a range of financial and mentoring supports to new businesses and existing small businesses that want to grow.  In 2017 Local Enterprise Office client companies created over 3,700 new jobs across the country.


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Good luck to the DCU team who will be representing Ireland in the Enactus World Cup

For several years Musgrave has sponsored and offered mentoring support to the Enactus programme in Ireland.

The purpose and aims of Enactus – that of entrepreneurial spirit, community, partnerships and social action – fit well with our ethos at Musgrave.

Enactus works with third level students to create socially responsible business projects. The students are trained, guided and supported by educators and business leaders, including senior management within Musgrave.

As well as using their innovative and creative energies to positively change the lives of others, the students also develop the leadership, interpersonal and practical skills necessary for the workplace.

On 31 May, Enactus Dublin City University (DCU) were crowned the winners of the Enactus Ireland National Competition, closely followed by Enactus NUI Galway and semi-finalists Enactus Trinity College Dublin and University of Limerick.

The DCU team came up with two stand-out projects. The first was Second Scoop, a catering company that empowers asylum seekers and drastically reimagines societal integration through mentorship and work experience. Asylum seekers are taught sales and event organising skills, whilst teams run workshops on cross cultural adaptation subjects.

Threads, their second headline project, was a clothing company that provides people in the asylum seeking community with the skills and opportunities to upcycle old and unwanted jeans.

Enactus DCU will go forward to represent Ireland at the Enactus World Cup in Silicon Valley, U.S.A. this coming October – we wish them the very best of luck.

For more information on Enactus, visit

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Taking steps to beat plastic pollution

We’re proud that on World Environment Day (5 June 2018) we can say that Frank and Honest is the first Irish coffee brand to announce that all coffee cups will be 100% compostable by September this year and SuperValu is the first Irish retailer to introduce fully compostable produce bags, in 70 SuperValu stores.World Environment Day is a United Nations event to encourage people globally to do something good for the planet. It is particularly relevant this year as the theme is reducing plastic waste, the very plastic we want to eliminate in our cups. And on Friday, 8 June World Oceans Day will also seek to raise awareness of plastic waste that is making its way into our oceans – it is a stark reminder of the work that needs to be done in the food industry, by businesses as a whole and by individuals, everyone can make a difference.

With two million single-use cups being thrown away every day, we believe we have to start reversing the damage now, and the materials are starting to become available to make this happen. The Frank and Honest certified compostable coffee cups will be made from plant-based materials. After use, they can go in brown bins and will compost with food waste in under 12 weeks, creating nutrient-rich compost.

Reducing waste to landfill and encouraging recycling across our network is key to our sustainability policy. In our recent  sustainability strategy Taking Care of our World, we set out key commitments for the next number of years to reduce our impact on the environment.

On top of this we have made a pledge to make 100% of our own brand and fresh produce packaging recyclable, reusable or compostable by 2025, and we have already introduced fully compostable produce bags in 70 SuperValu stores  – the first Irish retailer to do so.

Whilst the new Frank and Honest compostable cups and the bio bags in 70 SuperValu stores are just the start of this, they are an important part of a movement in packaging that is only set to grow.

To highlight the news about the transition to compostable cups, this month Frank and Honest joined forces with Ulster University to launch a competition asking their fashion students to create a wearable garment using only Frank and Honest cups. The aim is to work with budding designers and recyclers of the future to help communicate the importance of sustainability in a fun and visual way.

The students will create detailed drawings of wearable fashion designs from which the judges, from the Ulster University and Frank and Honest, will choose the winner who will get a cash prize, the chance to make their creation and to have it exhibited at a special event.

Find out more about World Environment Day here

Learn more about our sustainability commitments


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SuperValu to get behind the ball this summer

Ireland’s leading retailer to encourage families and children across the country to get more active as SuperValu’s Move More Index reveals;

58% of families are concerned about their children’s screen time

38% of parents don’t think their children are getting enough exercise

Only 28% of the Irish public are getting enough recommended exercise daily

31st May 2018: Now in its ninth year as sponsor of the GAA All Ireland Senior Football Championships, SuperValu is once again getting #BehindTheBall this summer.  Ireland’s number one retailer is set to embark on an ambitious nationwide campaign to combat the lack of exercise amongst Ireland’s families through several initiatives including SuperValu’s Take Ten – a campaign that encourages families to take ten-minute bursts of daily exercise and get behind the ball.  SuperValu will also continue its campaign to get children playing football by placing a GAA football into the hands of 55,000 children around the country bringing the total number of footballs donated to children by SuperValu to 110,000 by the end of 2018.

Concerned with the knowledge that Ireland is facing a future of an in-active and over-weight population, research undertaken by the SuperValu Consumer Insight & Analytics Team – The SuperValu Move More Index; shows that Irish parents’ number one concern regarding their children is “the time they are spending in front of a screen”.  60% of parents confirmed that they’re either concerned that their children are spending too much time on their smartphones, tablets, laptops or even watching the TV instead of playing sports and getting exercise.

Because of this worrying trend, while 95% of parents encourage their children to partake in sports, an incredible 38% don’t think their children are getting enough exercise.  64% of parents are struggling to get their children to exercise and play more sport because their children prefer to play video games, have a general lack of interest in sport or children prefer to be online, connecting with friends on their devices.

Furthermore, there appears to be somewhat of an over-reliance on the schools as an outlet for children’s exercise routines as 73% of parents stated that their children do most of their exercise at school with less than half of respondents claiming that their children exercise at home.   Although 82% believe that it is important to undertake regular exercise with their children, only 28% exercise “occasionally” with their family despite the fact that the majority consider that “spending quality time together” as the main benefit of exercising as a family.

Specifically, whilst Irish adults (70%) consider exercise to be important in their weekly routine, only 28% are getting the recommended daily exercise of 30 minutes.  The advised guidelines for adults in Ireland is to take 30 minutes of exercise daily and 60 minutes for children, ideally in 10-minute burst.

In direct response to this, SuperValu has developed a programme built around ten-minute bursts of exercise including a series of Take Ten fitness videos featuring the stars of GAA, which will be designed to showcase a range of exercises and games which will encourage families to undertake more exercise together. The videos will be released throughout the summer months across the Football Championship.

SuperValu have commenced their nine-week in-store programme which will see individual retailers donate 55,000 GAA footballs to clubs across the country. Get involved, just collect the official #BehindTheBall tokens and use them to help your local club.

Commenting at the launch, Des O’Mahony, SuperValu Marketing Director, said, “We work tirelessly to ensure that our GAA partnership has a direct impact on our local communities, enabling us to become a genuine force for building healthier communities in Ireland. This year, we aim to inspire the nation to get Behind the Ball and spend more time exercising together as a family. This year we will be enabling this further by giving away a further 55,000 balls to children around the country bringing it to a total of 110,000 by the end of 2018 – the largest ball giveaway in the history of the state”

Uachtarán Cumann Lúthchleas Gael, John Horan, welcomed the commencement of SuperValu’s second year of its Behind the Ball campaign as football championship sponsorship partners.  He said: “I can think of few better ways to encourage people – especially our young people – to engage in exercise than by giving them a football and in that context SuperValu’s campaign is to be lauded. We cannot overstate the importance of healthy lifestyles and the role of exercise and to that end the novel aspect to this initiative is very welcome. When you factor the number of balls they have already gifted our clubs and players, the overall numbers by the end of 2018 will be staggering. I look forward to the roll out of these plans and to another year of successful partnership with SuperValu and their ongoing support of the GAA Football Championship.”

For more on SuperValu’s Behind the Ball campaign visit or

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