SuperValu encourages shoppers to shop sustainably and support local for Guaranteed Irish Food Month

Brid O’Connell, CEO, Guaranteed Irish and Ray Kelly, marketing director, Musgrave Retail Partners Ireland

Research shows majority of Irish people (89%) believe buying local can help the environment



3 June 2022 | 0

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SuperValu is partnering with Guaranteed Irish to encourage shoppers to shop sustainably, buy Irish and support local this June as part of Guaranteed Irish Food Month.

The call comes as new research shows that the vast majority (89%) of Irish people believe buying local products can help the environment, while 77% of Irish shoppers feel it is important to buy sustainable products.

Over the past 12 months, shoppers say they have actively increased their efforts reduce their impact on the environment with three-quarters of people recycling more (76%), 69% reducing their use of single use plastic and 68% reducing waste in their household. Some 84% believe it is important to buy products that are in sustainable packaging.

The new research highlighted that three-quarters of people (76%) prefer to buy more sustainable products whenever possible. More than two-thirds (69%) say they have made a more conscious decision to buy more sustainable products over the last 12 months.

Nearly two-thirds (63%) of Irish shoppers have bought more locally produced goods in the past 12 months. Buying Irish products is not just important for the local economy, it is also positive for the environment. Some 89% of people believe buying local helps the environment, while more than half of shoppers say that low food miles are an important consideration when doing their shopping (58%).

When asked what environmentally sustainable actions by business they value, one-third of respondents said waste reduction (33%), a quarter said using sustainable packaging, 14% said reducing carbon footprint, while more than one in ten (13%) said protecting and supporting biodiversity.

“We are at a point in history where action must be taken in order to ensure that we pass on a sustainable world to future generations,” said Ray Kelly, marketing director, Musgrave Retail Partners.

“It is heartening to see the importance Irish people place on shopping in a sustainable way. At SuperValu, we have been investing time, resources and finances into becoming a more sustainable business. We’ve operated a zero food waste to landfill policy for over 15 years, we have recycling rates of 97% and over 90% of the plastic packaging for our own brand products is now recyclable.

“While we still have work to do in this area, another key focus of ours is in supporting and developing sustainable Irish producers,” he continued. “The survey findings prove that shoppers are making conscious decisions to shop sustainably and view Irish and local products as the most environmentally-friendly. At SuperValu we are committed to providing our customers with more sustainable choices. We recently launched the Taste of Local initiative, which showcases hundreds of small Irish food and drink producers in stores across the country, while SuperValu’s Food Academy programme for early-stage food and drink producers supports 320 Irish food and drink producers, 52 weeks of the year.

“Shopping local and buying Irish has numerous sustainability benefits from choosing products with the least amount of packaging to reduced food miles. This June, we are encouraging shoppers to buy Irish and support local whether it’s your local food producer, shop or café for Guaranteed Irish Food Month.”

Brid O’Connell, CEO Guaranteed Irish, expressed her delight that SuperValu is once again supporting Guaranteed Irish Food Month this June.

“365 days of the year, SuperValu encourage their customers to choose sustainable, Irish products that support local food producers and local jobs,” O’Connell said.

“Through buying Irish products, consumers are actively driving the multiplier effect and contributing to building sustainable communities – every €100 spent in the local economy is actually worth €500 to that same local economy.** This new research highlights Irish people’s commitment to reducing their carbon footprint and shop local. We are encouraging customers to continue to buy more Irish products, not only for the month of June, but all year round, so we can all play a part in contributing to a greener future, while supporting the local economy.”



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