Ireland's Musgrave Group has announced that its SuperValu banner has launched an exclusive range of Wagyu beef, in a partnership with a Co. Wexford farmer.
Karl Strehlow’s farm in Co. Wexford is Bord Bia (the Irish Food Board) Quality Assured, and produces 100% Irish Wagyu beef. The exclusive range will be available until the end of July 2017.
The exclusive range includes a limited selection of Wagyu beef steaks, including fillet, rib eye and striploin - which are all available in SuperValu stores across Wexford.
Musgrave has said that a wider range of Wagyu beef burgers are available rom selected SuperValue stores across the nation.
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Commenting on the announcement, Martin Kelleher, Managing Director, SuperValu, said, “At SuperValu, we pride ourselves on a commitment to fresh food leadership and pushing the boundaries in terms of locally-sourced quality produce. We are excited to partner with Karl Strehlow in Wexford to bring a 100% Irish version of this globally acclaimed delicacy to consumers.
“As the number one supporter of the Irish agri-food industry, we sell more fresh meat than any other retailer in the country and all our SuperValu fresh beef, lamb, pork, bacon and chicken is 100% Irish – born, bred and reared.
"Our sourcing policy, complemented by our ambitious food innovation agenda and expert in-store butchers, provides our customers with a quality meat offer they know they can trust, and continues to set us apart.”
At the end of last year Musgrave announced that it won the Agri-Food Innovation Award for its ‘Best Beef Ever’ campaign, under its SuperValu banner.
© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Aidan O’Sullivan. Click subscribe to sign up to ESM: The European Supermarket Magazine.
