SuperValu encourages Irish shoppers to Buy Irish & Support Local this June for Guaranteed Irish Food Month

For every €1 spent on Irish goods €5 comes back to the Irish economy*

80% of survey respondents underestimate the positive impact of shopping local

31st May 2021 – To mark Guaranteed Irish Food Month SuperValu, Ireland’s leading food retailer is partnering with Guaranteed Irish to encourage shoppers to buy Irish and support local this June. The call comes as a staggering 93% of respondents to a survey said they try to buy Irish foods when they shop.

The research also shows that when it comes to buying Irish, the top four reasons included: to support jobs (76%), support local producers (72%), the quality of local food is better (51%) and because shopping local has less of an environmental impact (47%).

However, the research showed that respondents underestimate the positive return of shopping local and the positive impact it can have on economic recovery following Covid-19. Eurostats research shows that for every €1 spent on Irish goods, €5 comes back to the Irish economy, a boost which could be hugely beneficial to local producers as they look to rebound following the pandemic.

80% of the survey respondents underestimated this return: 47% of consumers believe that for every €1 spent it delivers €1 to the Irish economy, 33% believe it delivers twice the return, €2 for every €1 spent, and only 20% of respondents recognise that for every €1 spent on Irish goods, €5 comes back to the Irish economy. With Ibec stating that 250,000 jobs are linked to the agri-food sector, imagine if everyone understood how simple it was to support the Irish economy.

Consumers also think they are spending more on Irish products since Covid, with 20% of respondents stating they are spending close to an additional €10 weekly on Irish products. In line with previous research, consumers said when it comes to buying Irish 72% try to buy staple products, such as bread, dairy and meats, while 40% prefer to select Irish artisan food products such as jams, sauces and cheeses.

Ray Kelly, Marketing Director, Musgrave Retail Partners said: “We have always believed in supporting local and this has taken on added importance during Covid-19. Throughout the pandemic we have been doing what we can to support local producers and to generate awareness of Irish brands through our work with Food Academy, our Monday Market initiative and Sustainability Sundays. This June as the country reopens to hospitality, we want to go a step further and call on the Irish public to buy Irish and support local whether it’s your local food producer, shop or café for Guaranteed Irish Food Month.”

“At SuperValu 75% of all our goods are sourced in Ireland, supporting a massive 1,800 Irish suppliers so we know first-hand the importance of supporting local Irish producers. Today’s research shows that a massive 80% of consumers underestimate the positive return of shopping local, this June if consumers purchased one additional Irish product weekly, imagine the positive impact we could have on jobs throughout Ireland.”

According to the new research 30% of consumers recognise SuperValu as the leading retailer when it comes to stocking the best Irish food products. A further 79% of respondents said they keep an eye out for the Guaranteed Irish logo when they are doing their food shopping.

Speaking about the launch, Bríd O’Connell, CEO Guaranteed Irish said: “We already know that through the multiplier effect every €100 that is spent in the local economy is actually worth €500 to that same local economy (Eurostats). This effect works in such a way that when money is spent locally it circulates and is retained within that local economy, re-injected through further expenditure on local goods, services, and wages – as opposed to ‘disappearing’.  The manufacture of food and drink products is undoubtedly one of Ireland’s most 9.7% of total employment in the four economically weakest important indigenous industry and accounts for regions – proving to be a strong driver of regional development. In supporting Guaranteed Irish Food Month this June and through initiatives such as Monday Market, SuperValu are encouraging their customers to stand up for Irish producers and support local. Research by Guaranteed Irish showed that 70% of consumers look for an Irish quality mark of “trust” and 77% want to know if the ingredients are truly Irish, so the desire to support local is there and we hope to see Irish consumers support local this food month.”

*Eurostats – Research conducted between May 17th – May 20th 2021, representative sample of 521.

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Vanishing Ireland Series 2021, Supported by SuperValu, Profiles Ireland’s Elders to Learn from the Past in helping Shape the Future

Former Broadcaster Anne Doyle calls on the nation to nominate family to share life stories

18th May 2021: Twenty years since the acclaimed Vanishing Ireland project began, author and historian, Turtle Bunbury is creating a new series of profile interviews with Ireland’s elders to share their life stories. Kindly supported by SuperValu, former broadcaster and nations’ favourite Anne Doyle, are putting the call out to the people of Ireland to propose family members or friends over the age of 70, who would like to share their stories.

Vanishing Ireland with Turtle Bunbury is a podcast series of interviews with Ireland’s over 70’s, celebrating their life stories, challenges, courage, kindness and humour. The series seeks to document the, very often, extraordinary lives of our older population in a way that celebrates the past while informing younger generations in shaping the future. This new series aims to highlight the wealth of humour, resilience and wisdom from Ireland’s elders. Created in audio format, Turtle will discuss life and its learnings with people across Ireland, saving and celebrating their voices for future generations.

Speaking about the Vanishing Ireland Series, Bunbury says: “Twenty years ago, I teamed up with the renowned photographer James Fennell to create what became the first Vanishing Ireland book. We knew how important it was to chronicle the experience of our older generations, so many of whose fascinating lives were literally vanishing, unrecorded. Introducing the voices of Vanishing Ireland to the podcast generation is an entirely new departure for our elders but is deeply exciting and very much in keeping with our aims. It is my great hope that listening to these interviews – the wisdom, the humour, the memories – will enhance the way we live our own lives.”

Given the unique position SuperValu has as part of so many communities and its national reach with initiatives such as Tidy Towns, GAA, the Autism Community and others, it is uniquely placed to bring this project nationwide appeal with a solid footprint in community.

Ray Kelly, Marketing Director, SuperValu said: “The Vanishing Ireland project has a robust track record in championing local heroes and strengthening the bond between the generations. We are a resilient nation who appreciate our older generations and embrace traditions while also looking to the future for a better Ireland for everyone. SuperValu understand inter-generational communities who are diverse and inclusive as we are lucky to see it every day in our stores around the country and in campaigns such as Tidy Towns, which brings everyone together. We are delighted to support Turtle with this series.”

Taking part in the launch former broadcaster Anne Doyle added, “this is such a special series documenting the stories of the past so that they are captured in history forever. I am delighted to work alongside SuperValu and Turtle Bunbury to ensure these stories are available for many generations to come.

I encourage you to enter family members to be part of this wonderful series. It’s high time we hear from our older generation and revisit our past with its rich history. We can all learn something from the experience.”

The mission of Vanishing Ireland has always been to preserve the stories of the older generations, bringing to life the world that our grandparents knew in a manner that appeals to a 21st century audience. The hope is for Vanishing Ireland supported by SuperValu to inspire children and grandchildren to listen to the stories of their own parents and grandparents, as well as older friends and neighbours, creating a record of memories for future generations.

Those who would like to put forward friends or family over 70’s, are asked to email podcast@vanishingireland.com or visit www.vanishingireland.com. Closing date for entries is Friday, 4th June 2021.

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