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Martin Kelleher, Managing Director, SuperValu, is pictured with farmer Ted O’Sullivan who supplies beef to SuperValu, on Mr O’Sullivan’s farm in Bartlemy, Co. Cork. SuperValu today (June 26th, 2018) became the first retailer in the Irish market to provide guidance and support for beef farmers with the launch of its Beef Producer Guidelines. Photo credit: Clare Keogh.

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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