Guaranteed Irish announces new partnership with Centra

Martin Kelleher, managing director, Musgrave Retail Partners Ireland and Brid O'Connell, CEO, Guaranteed Irish

Convenience retailer backs Irish-based businesses in campaign to support local this summer


Brand Central

4 June 2020

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Guaranteed Irish, the business membership network championing indigenous and multinational businesses operating in Ireland, has announced a new partnership with leading convenience retail group Centra.

The partnership comes as the nation prepares for a different kind of summer this year with BBQs, picnics and fresh food-to-go high on the agenda of Irish consumers this season.

Centra, which serves over 3 million customers every week, supports over 11,000 jobs at 473 locations throughout Ireland, with an annual Irish turnover of €1.7bn. With over 75% of the produce stocked on the shelves of Centra sourced in Ireland, the new official partnership will allow Guaranteed Irish to further nurture and grow its network of indigenous Irish businesses, as well as reach a new audience of health-conscious consumers, further building brand awareness amongst Irish shoppers of the importance of supporting local.

Guaranteed Irish businesses make a significant contribution to the Irish economy every year, both in terms of turnover and employment, as well as contributing to their local communities. With the addition of 473 independently-owned Centra stores, Guaranteed Irish now has almost 1,200 business members, employing 86,000+ people across Ireland, generating an annual combined Irish turnover of €12.9bn.

Part of the Musgrave Group, one of Ireland’s largest grocery and food distributors, Centra invests more than €240 million in local communities throughout Ireland annually, which is the equivalent of €4.5 million per week through a combination of payments to local suppliers, acquisition of local business services, wages, charitable donations and local sponsorships including a long standing sponsorship of the GAA Hurling All-Ireland Senior Championship.

Centra plans to invest close to €300,000 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 on 10 June 2020 to include:

  • Digital activation, including a website landing page, social media takeover and the promotion of Irish products across digital
  • Centra compostable bags to display the Guaranteed Irish symbol
  • Centra customer handbills to include the Guaranteed Irish symbol circulated to near 5 million Irish homes over the course of any year

Brid O’Connell, CEO of Guaranteed Irish, said she was delighted to welcome Centra on board. “Centra embraces our core values of building sustainable communities through enterprise, backing local jobs, and supporting homegrown Irish produce,” O’Connell said.

“These values are showcased through the retailer’s commitment to food producers based in Ireland, in turn benefiting our local economy and supporting Irish jobs, particularly in rural communities throughout the country,” she added. “The partnership with Centra will see the Guaranteed Irish symbol reach a new audience of consumers in Ireland, further building brand awareness amongst shoppers of the benefits of supporting local.”

Martin Kelleher, managing director at Centra, said the group is putting Irish produce front and centre in-store. “It has never been more important to support local and Irish, and when you shop with Centra, you can rest assured that you are providing a vital boost to the local economy,” he said.

“Summer is a crucial time for Irish businesses, with people looking for the best quality, local food when they celebrate the good weather over the coming months,” Kelleher added. “We are playing our part to make sure that Irish produce is front and centre at our stores, with highlights including our “Inspired By” Centra Irish meats, which are 100% Irish and Bord Bia-approved such as delicious Sirloin and Striploin Steaks, Angus Burgers, Sausages and Rotisserie Chicken.”



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