Supervalu to sell €25 million worth of Irish new season lamb
Irish spring lamb arrived on the market on 2 March and Musgrave will extend its season until the end of August thanks to the early availability
9 March 2009 | 0
Musgrave has announced it predicts lamb sales worth €25 million across the network of 194 Supervalu stores in Ireland, following the arrival of its new season Irish spring lamb on 2 March.
As a result of this early availability, the Supervalu spring lamb offering will be extended until August this year.
The range of lamb products on offer includes prepared cuts at the in-store butchery, a wide prepacked range, and a ‘Family value’ range. Supervalu stores represent the largest retail channel for Irish lamb in the country, and have strongly focused marketing over the last number of years to highlight their connection with Irish farmers.
Commenting on the announcement, Ian Allen, category manager fresh food at Musgrave, said: “Our commitment to Irish based producers includes combined Irish retail sales of €1 billion of fresh food in 2009. In addition to our 100% sourcing of Irish lamb, we also stock 100% Irish beef, pork, bacon and chicken. Indeed, across the entire range 75% per cent of everything sourced by Musgrave on behalf of its two retail brands is either produced or sourced in Ireland, representing a commitment to Irish suppliers of more than €2.7 billion.”
The news follows the recent Irish Farmers Association AGM, where sheep farmers expressed concerns over their ability to meet production targets this year. Irish sheep meat sales have been in decline lately, and offering more value cuts will be an important step towards recovery, according to Bord Bia chief executive Aidan Cotter.