At the heart of all our brands is a passion to deliver high quality, healthy and inspiring food that is affordable and available to all. We are committed to sourcing products locally and supporting independent food producers. The needs of shoppers are changing and food trends are evolving. As a forward-thinking, innovative business we stay one-step ahead of our shoppers, exceeding their expectations in the quality, price and range of food we offer.
Leadership on health
Feeding 1 in 3 people in Ireland, we believe we have the opportunity and responsibility to help improve the overall health of our customers. We have put health and well-being at the centre of our brands, and our food sourcing. We want people to make better, healthier choices, to cook from scratch at home, and enjoy using fresh, seasonal produce.
Nutrition and healthy eating
We believe that through a combination of increasing and improving our ranges of healthy, fresh food and reducing unhealthy options, as well as better labelling, health campaigns and in-store advice we can help our shoppers make better choices. For example, by reducing shelf space for carbonated soft drinks in our Centra stores, and promoting healthier alternatives instead, sales of water grew by over five times that of carbonates in 2016.
We know our shoppers live busy, vibrant lives and making time to exercise can be difficult. That’s why we’ve focused many of our charity and community campaigns on getting active to improve overall health. Our Centra and SuperValu stores have supported the GAA for six years. SuperValu’s Kits for Kids scheme raised over €360,000 to pay for sports kits at 400 GAA clubs in the country. Meanwhile Centra’s Live Every Day campaign encourages people to ‘live in the moment and make the most of every day’ by getting outside and enjoying themselves.
We have more relationships with local Irish suppliers than any other grocer retailer in the Irish market – SuperValu alone sources from more than 2,200 local suppliers. From 100% fresh Irish beef, lamb and pork, scratch bakeries in-store and locally-sourced fruit and vegetables, to specialist fish counters, our long term relationships with suppliers give shoppers the very best locally sourced food.
Live well with Centra
Centra’s Live Well campaign is focused on healthy eating, even when consumers are on the go. We know sometimes even with the best intentions healthy lifestyles can go off course. Our Restart initiative, devised with health and wellness expert Pat Divilly, is aimed at helping shoppers get back on track with easy healthy meals and tips to get active. Centra customers can sign up to the 21 day challenge to help them get active and there are series of Live Well Challenges throughout the year helping the people of Ireland to stay active in 2017.
SuperValu’s Good Food Karma
SuperValu is asking its customers to get inspired by Ireland’s top chefs and try cooking from scratch at home more often. Get Ireland Cooking is an extension of the Good Food Karma campaign, celebrating the best of real food, healthy eating, and the people that matter. As well as information in-store and online, the Good Food Karma app lets shoppers browse recipes and plan meals for every day of the week. Meet the Good Food Karma Ambassadors.