SuperValu joins Guaranteed Irish and invests €700k in new partnership
retailer now plans to invest more than €700,000 to promote its official retail partnership with Guaranteed Irish to highlight and raise awareness of the benefits of purchasing Guaranteed Irish brands
Print20 August 2018
SuperValu has partnered with Guaranteed Irish, the not-for-profit business membership organisation championing homegrown and international businesses operating in Ireland.
With 217 stores nationwide, 75% of produce stocked on the shelves of SuperValu is sourced in Ireland. The retailer now plans to invest more than €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, beginning now. This will include in-store content such as shelf-talkers, digital activation including a social media takeover and TV advertising featuring the Guaranteed Irish symbol.
Alongside this, the SuperValu ‘Bag for Life’ will display the Guaranteed Irish symbol and SuperValu promotional material will be delivered to 1.2m Irish homes.
Brid O’Connell, CEO of Guaranteed Irish, said she is delighted to welcome SuperValu on board in “an amalgamation of two very iconic Irish brands”.
“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,” O’Connell said.
“Working with over 1,800 Irish suppliers, SuperValu is uniquely placed to support more Irish food producers than any other grocery retailer,” said SuperValu managing director Martin Kelleher.
“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,” he added. “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.”
Guaranteed Irish now has over 500 members, indigenous and international, In total, its members employ nearly 50,000 people in Ireland, generating a turnover of €11bn.
Membership of the organisation spans all sectors, with household names within the food and drink industry including Kerry Foods, Tayto and Brennans Bread, to name just three of many. The organisation considers three core criteria when assessing an applicant for membership; jobs, community and provenance.
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