SuperValu’s Vegetables Reach New Heights with Launch of Ireland’s First Hydroponically Grown Microgreen Mixes

SuperValu is on a mission to help shoppers shop more sustainably

SuperValu has announced today the launch of two new hydroponically grown products grown right here in Ireland. SuperValu is the first retailer to bring vertically farmed hydroponic micro greens to market and the new products, available now on shelves around Ireland, are Signature Tastes Italian Style Microgreen Mix and Signature Tastes Microgreen SuperMix. Hydroponic vertical farming is an innovative farming method that allows greens to be grown in Ireland all year round whatever the weather, significantly reducing food miles and time between farm to shelves.

Hydroponics is the process of growing plants without using soil. In traditional growing, soil is a major source of nutrients for plants but with hydroponics, alternatives to those nutrients are directly fed to plants instead and so the use of soil can be removed completely and growing moved indoors.

In addition to the Microgreens the Signature Tastes Growing Pea shoots are also launching in SuperValu stores, these are also grown using innovative soil-free methods but are grown on a bed of compostable paper. The zero waste Growing Pea Shoots are a living product so customers can cut as much as they want and the plant keeps growing. SuperValu’s Signature Tastes Microgreens and Growing Pea shoots are sustainably grown and herbicide and pesticide free. As they have been grown in a soil-free environment which reduces strain on land-based resources, customers get great-tasting, nutrient rich greens with fewer negative impacts on the environment. The new products are already award-winning with the Signature Tastes Pea Shoots taking home the Chefs Larder Award and the Signature Tastes Italian Style Microgreen Mix winning a PLMA Salute to Excellence Award.

The environmental benefits of hydroponic vertical farming include:

  1. Less water is used– 70% less water is used than soil-based farming as water is recycled through the system repeatedly.
  2. No soil degradation– Soil degradation is an issue across the globe, as hydroponic vertical farming does not use soil there is no negative impact on soil
  3. Elimination of Pesticides and Herbicides– With the absence of soil there is no need for fertilisers as nutrient solutions are used instead. Herbicides are not needed either as there is no weed growth and as they are grown inside there is also no need for pesticides. This means a massively reduced run-off, benefitting both the water and soil in the local area.
  4. Grown locally = less food miles– As hydroponic farming takes place indoors it doesn’t matter what the weather or climate is like outdoors, so products which usually could not be grown in Ireland can now be grown locally. As vertical farming takes up less space than traditional methods the size of land available is now less of an issue as well. SuperValu’s new products are grown in Co. Meath by McCormack Family farms and can make it to shelves in less than 48 hours, meaning less fuel waste in transit and minimal loss of freshness.

Ian Allen, Managing Director, SuperValu, said, “We are delighted to be the first retailer in Ireland to introduce these new products to our customers around the country. Given the environmental benefits of vertical hydroponic farming we’re delighted to be able to offer customers locally grown options, where previously products would have to be transported from countries in warmer climates when they’re out of season. This is just one of our steps to becoming more sustainable and making positive environmental impacts in every community we operate in around Ireland.”

SuperValu will reduce its carbon footprint in Ireland by 70 per cent by 2025 and in addition to moving to sustainable packaging SuperValu is committed to operating all facilities with 100 percent green electricity and to sending no recoverable waste to landfill. Any food surplus in stores is sent to re-distribution charities so food waste is minimised as well as helping to alleviate food poverty.

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SuperValu commits €500,000 to promoting Irish businesses in runup to Christmas

#SupportLocal

SuperValu has today announced a new €500,000 campaign to encourage shoppers to buy Irish and support local business this Christmas. SuperValu has always believed in the importance of buying local and Irish and in light of the last eight months, this has become even more important. The campaign, running across TV, radio, print and social media, will be urging consumers to buy Irish, supporting their local businesses, the economy and helping to create and keep jobs in communities in Ireland.

The campaign has been developed to give those businesses who may have been impacted by the pandemic a national platform to help them drive sales at what is their most crucial trading period of the year. Alongside highlighting small Irish food producers who are part of the SuperValu Food Academy programme, SuperValu are also working with Guaranteed Irish, driving consumers to www.GuaranteedIrishGifts.ie, a new initiative showcasing the best of locally based Irish businesses in communities around the country.

Together with an extensive advertising campaign running in the lead up to Christmas , SuperValu is also dedicating support to the initiative on their social media channels which have over 480,000 followers across Instagram, Facebook and Twitter. Each week SuperValu will call on small Irish businesses to get involved with their Monday Market Instagram takeover which will highlight a selection of businesses from those that entered. The Monday Market, which acts as a virtual Christmas market for all your shopping needs this festive season, kicked off last week with over 450 businesses already applying to be involved.

In light of SuperValu continuing to trade as an essential business during the national lockdown, the company is now playing its part to encourage shoppers to buy from other Irish retailers in the runup to Christmas and help them get on the road to recovery.

Commenting on the campaign, Tara Clifford, Strategy Marketing Manager SuperValu, said “Small businesses form the backbone of the Irish economy, so it is vital that we support them during these turbulent times. SuperValu have always believed in the importance of buying local and it has been in the DNA of our business since we first opened. We understand that Christmas is the biggest sales opportunity of the year for many companies and there is a risk that people will simply buy online from international sites, especially now, with many Irish businesses having to physically shut their doors during lockdown. With this campaign we are calling on the Irish public to please shop local wherever possible and go to www.GuaranteedIrishGifts.ie for your Christmas shopping this year.”

Brid O’Connell, CEO of Guaranteed Irish, added; “We are absolutely delighted to be included in SuperValu’s Christmas campaign this year. Their help and support will benefit so many businesses right across the country that are struggling during these difficult times. It may be a surprise to people, but for every €100 spent in the community, this is worth €500 to the economy because of the local multiplier effect, so making the conscious decision to shop local has huge benefits.”

For more information on how you can support your local community this Christmas go to www.supervalu.ie or find SuperValu on Facebook, Instagram and Twitter. Go to www.GuaranteedIrishGifts.ie to see the best of locally based businesses throughout the country for all your shopping needs this Christmas.

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