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Musgrave Group Announces Deal To Supply Bahrain's Alosra

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Irish retail and wholesale group Musgrave has announced an export deal to supply Alosra, the grocery retail subsidiary of Bahrain-based BMMI Group.

The deal, which is valued at around €5 million, will see Musgrave supply a selection of products from its SuperValu and Musgrave Excellence own-brand range, as well as selected products from its Food Academy programme to support up-and-coming suppliers.

It follows the Irish wholesale group's tie-up with Alibaba Group in 2016, which saw Musgrave use the Tmall Global e-commerce platform to sell SuperValu's own-brand products directly to Chinese consumers.

Long-Standing Relationship

“Alosra has had a long-standing interest in, and a relationship with, Ireland,” commented BMMI's general manager of food retailing and production, Jaffar Al Asfoor, who oversees Alosra supermarket.

“Many members of our team trained in Ireland, and we have always been inspired by how passionate Irish people are about their heritage and their food. With Musgrave, we found a partner that we have perfect synergy with, and we thought this would be a great opportunity for Ireland to come to Bahrain,” Al Asfoor added.

The deal was struck at Marketplace International, an invitation-only event in Dublin organised by Bord Bia, which brings together Irish food and drink exporters and international trade buyers.

Pictured are Tara McCarthy, CEO, Bord Bia; Jaffar Al Asfoor, BMMI general manager of food retailing and production; and Chris Martin, Musgrave CEO.

© 2018 European Supermarket Magazine – your source for the latest retail news. Article by Stephen Wynne-Jones. Click subscribe to sign up to ESM: European Supermarket Magazine.

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