Will do better

The Reputations Agency is the Irish association of the world’s leading reputation-based advisory firm the Reputation Institute, which has been around since 1997. The Reputation Institute offers a rather impressive way of analysing the reputations of companies and institutions. It calls this the RepTrak® model. And the results of the fifth annual Ireland RepTrak 2014 study have just been announced.

As you might have guessed, this isn’t some hastily arranged phone vote or text poll. The study based its findings on over 4,000 consumer ratings in a wide-ranging list of categories like leadership, innovation, governance, corporate citizenship and being ethical and transparent as well as how good the consumers questioned feel about the brands and how much they admire or trust them.

Fairly demanding, we hope you’ll agree. So the fact that SuperValu had the highest score among Irish firms and overall, came second only to Volkswagen is quite a feat. This finding also comes at a good time for the SuperValu brand in general, with retail sales up one per cent to €2.1 billion in 2013 and a 25 per cent share of the market.

This is clearly good news – but we could do better. The fact is that any complacency at all, in good times or the bad ones we are slowly coming out of, is bad for business and bad for the consumer. We always assume we can do more and do better. So even though this is a great message that shows that SuperValu and Musgrave are on the right tracks, we are firmly focused on continuous improvement. For example, there are now 24 former Superquinn stores carrying the SuperValu brand, and these need to be fully integrated into the SuperValu family. There are new stores and more jobs on the way. There is continuing investment, both in the former Superquinn stores and in existing SuperValu outlets. There is the Own Brand range to enhance, local sourcing to encourage and local communities to support. We want to keep doing this, keep getting it right and, where we can, get even better.

So there are numerous reasons to focus on the job at hand rather than the awards SuperValu has won. But it’s nice to know that what we, and our retail partners, are doing has gained the approval of the Irish public. Thank you all for that. Now, however, it’s time to look forward. After all, the SuperValu brand now has an even bigger reputation to live up to.

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