Supervalu ‘Value Irish Week’
In another initiative to highlight its commitment to Irish food producers, Supervalu launched its promotional week running over 1,500 in-store tastings and demos
11 September 2009
To further demonstrate its commitment to Irish suppliers, Supervalu celebrated its inaugural ‘Value Irish Week’ in the first week of August. The event saw all 194 Supervalu stores showcase the very best of Irish food and brands, with more than 1,500 demonstrations and tastings.
Suppliers involved included Kepak, Brennan’s Bread, CountryStyle Foods, Glanbia, Carbery, Green Farm Foods, Lyons Tea, Boyne Valley, Green Isle, Unilever Ice Cream and Georgia Pacific. Bord Bia also supported Value Irish Week by providing hundreds of recipe leaflets, and each Supervalu store ran competitions and special giveaways each day for shoppers.
Supervalu retailers stock more from local producers than any of their competitors, in addition to goods distributed centrally from a further 600 Irish suppliers; 75% of product on Supervalu shelves is sourced or produced in Ireland, amounting to purchases worth in excess of €2.85 billion every year. Supervalu branded beef, lamb, chicken, pork and bacon is 100% Irish, while 65% of all fruit and veg is also Irish, adding up to €1.2 billion worth of fresh produce every year.
Later this year, Supervalu will launch its ‘Irish Supplier of the Year’ Awards, to recognise and reward Irish suppliers and brands throughout 2010. Awards in the form of bursaries will total around €30,000. Donal Horgan, managing director, Supervalu, commented: “As an Irish brand that’s been around for more than 30 years, Supervalu is proud to work closely with Irish suppliers and local producers, to provide consumers with Irish, home-grown products at the best possible price.”