SuperValu first with quality assured lamb

Pictured at the launch of Musgrave’s Winter Lamb are Henry Byrnes, chairman of the IFA Sheep Committee, Donal Horgan, managing director, Musgrave Retail Partners Ireland, and Margaret McCarthy, sector manager of Bord Bia

SuperValu, the biggest seller of Irish lamb in the country, has now announced it has become the first retailer in Ireland to introduce the Bord Bia Quality Assurance Scheme for lamb.

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Brand Central

SuperValu has announced that it is the first retailer in Ireland to introduce the Bord Bia Quality Assurance Scheme for lamb.

From last month, all SuperValu lamb now carries the new Bord Bia certification.

The new quality assurance scheme will offer SuperValu shoppers assurance on the quality and origin of all lamb purchased in-store. SuperValu is the biggest seller of Irish lamb in the country and one of the biggest supporters of Irish sheep farmers. In 2009, SuperValu and its network of independent retailers sold almost €25 million worth of Irish lamb, an average of 4.9 kilos per capita each year.

According to the group, SuperValu, in launching this new Bord Bia Quality Assurance Scheme, is demonstrating its commitment to sourcing quality lamb from Irish sheep farmers. The announcement comes on the back of the arrival of ‘hill lamb’ in SuperValu stores during November, which saw the traditional season for quality Irish lamb extended.

Commenting on the announcement, Donal Horgan, managing director, SuperValu, said: “SuperValu are delighted to be in a position to further support the Irish lamb industry and farmers. It is our policy of sourcing and selling only 100% Irish meat, which ensures superior quality and farm to fork traceability, which is second to none. This long standing commitment to secure supply from local Irish producers has ensured consumer confidence in the SuperValu meat offering, which is served up by expert butchers, across the network of 193 stores, giving SuperValu the biggest butchery network in the country.”

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