SuperValu backs Belong To youth charity
Customers encouraged to donate their Deposit Return Scheme refunds in support of Belong To from 19 June to 31 August
Print22 June 2026
SuperValu has recently announced a new partnership with Belong To – LGBTQ+ Youth Ireland, inviting customers nationwide to donate their Deposit Return Scheme (DRS) refunds to support the charity’s vital work with LGBTQ+ young people and their families across Ireland.
From 19 June until the 31 August 2026, customers visiting SuperValu stores can choose to donate the value of their returned bottles and cans directly to Belong To through in-store Deposit Return Scheme donation points.
Raised funds
Funds raised through the initiative will help Belong To continue delivering its life-saving supports for LGBTQ+ young people and their families in communities across Ireland.
This includes the charity’s Family Support Service for parents and carers of LGBTQ+ youth, crisis counselling for at-risk young people delivered in partnership with Pieta, education programmes that foster inclusive and welcoming environments, and youth groups that provide safe spaces and supportive communities for young people throughout the year.
Commenting on the partnership, Des O’Mahony, director of Strategy & Business Planning at Musgrave said, “At SuperValu, supporting the communities we serve is at the heart of everything we do.
“We’re proud to partner with Belong To and give our customers an easy but meaningful way to support LGBTQ+ young people and their families across Ireland.
“Through the Deposit Return Scheme, even small donations can make a real difference, helping Belong To continue delivering essential services and creating more inclusive communities where everyone feels they belong.”
Since the launch of Ireland’s Deposit Return Scheme in February 2024, more than 600 million containers have been recycled through SuperValu and Centra stores, demonstrating the significant impact customers can make through small everyday actions.
Kieran O’Donovan, CEO of Belong To, added, “While acceptance has come a long way, many LGBTQ+ young people still need visible public support.
“With stores at the heart of communities across Ireland, SuperValu’s backing sends a powerful message of inclusion and belonging, helping young people feel seen and valued where they live.
“SuperValu’s commitment enables us to continue delivering vital services, including education programmes, family support, youth groups and crisis counselling, and we are incredibly grateful for the positive impact this partnership will have for LGBTQ+ young people and their families across Ireland.”
Customers can donate by returning eligible containers through the Deposit Return Scheme at participating SuperValu stores and selecting the option to donate their refund to Belong To.
Every donation will help ensure that LGBTQ+ young people across Ireland can access the support, services and community they need.
For more information about Belong To and its services, visit www.belongto.org.
Read more: 84% of consumers say buying Irish matters, new SuperValu research finds
© 2026, ShelfLife by Ryan Brennan
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