SuperValu, Ireland’s largest grocery retailer, has partnered with Guaranteed Irish, the not-for-profit business membership organisation championing homegrown and international businesses operating in Ireland.
SuperValu serves over 2.7 million customers every week and has 217 stores nationwide. 75% of produce stocked on the shelves of SuperValu is sourced in Ireland, which will allow Guaranteed Irish to nurture and grow its partnerships with indigenous Irish companies.
SuperValu plans to invest over €700,000 to promote its official retail partnership with Guaranteed Irish to highlight and raise awareness of the benefits of purchasing Guaranteed Irish brands. This will be invested in a range of marketing activations including:
- Instore content, such as point of sale materials including posters and shelf talkers in all stores, highlighting the partnership with Guaranteed Irish
- Digital activation, including a website landing page, social media takeover, and the promotion of Irish products across all digital channels
- TV advertising will include the Guaranteed Irish symbol
- SuperValu ‘Bag for Life’ will display the Guaranteed Irish symbol
- SuperValu promotional material delivered to 1.2m Irish homes
Brid O’Connell, CEO of Guaranteed Irish, says she is delighted to welcome SuperValu on board: “This is an amalgamation of two very iconic Irish brands. SuperValu embraces our values surrounding jobs, community and provenance. These values are showcased through SuperValu’s commitment to food producers based in Ireland, which has many positive effects for local enterprise and Irish jobs, particularly in rural communities.
As the majority of produce stocked on SuperValu shelves is sourced in Ireland, including products by many Guaranteed Irish members, it is very apt that the Guaranteed Irish symbol will now be displayed across its stores nationwide. This partnership with SuperValu will see the Guaranteed Irish symbol return to the forefront of consumers’ minds, helping them to support producers in Ireland when carrying out their food shopping.”
Commenting on the partnership, Martin Kelleher, Managing Director of SuperValu, said “SuperValu is delighted to support and work alongside Guaranteed Irish to highlight the importance of supporting Irish producers and suppliers with shoppers. Working with over 1,800 Irish suppliers, SuperValu is uniquely placed to support more Irish food producers than any other grocery retailer.
This is not new for us, over the past 30 years, many of the big and small Irish food brands started their journey with SuperValu. This support is replicated on the ground by our retailers who are in a position to provide many Irish food producers with their all-important first supermarket listing and a route to market for future expansion. We are very proud of our commitment to the growth and development of Irish brands and the important contribution they make to developing our indigenous food industry.”
Guaranteed Irish now has over 500 members – indigenous and international – who make a significant contribution to the Irish economy every year, both in terms of turnover and employment, as well as contribution to their local communities. Guaranteed Irish members employ nearly 50,000 people in Ireland, generating a turnover of €11bn.
Membership of the Guaranteed Irish organisation spans all sectors including pharmaceutical; healthcare; technology; construction; energy; professional services; manufacturing; tourism; food and drink; craft and design; retail; and lifestyle. Members in the food and drink industry include Kerry Foods; Tayto; Manhattan; Clonakilty Black Pudding; Brennans Bread; Sadie’s Kitchen; The Chocolate Garden of Ireland; St. Patrick’s Distillery; Ballymaloe Foods; Pat The Baker; Sheridan’s Cheesemongers; G’s Gourmet Jams; Flahavans; Grandma Henvey; Johnston, Mooney and O’Brien; and more. The organisation considers three core criteria when assessing an applicant for membership – jobs, community and provenance.