Irish independent supermarket chain SuperValu has announced contracts worth over €80 million with 104 Irish suppliers this year for its own-brand range. The private label contracts are part of the retailer’s strategy "to source Irish wherever possible and to reinvest back into the Irish economy," said SuperValu managing director Martin Kelleher.
SuperValu said the announcement is an indication of the success of its own-brand range. Launched in February, the simply-named SuperValu Range has delivered significant results. The new contracts are indicative of shoppers' desire to 'buy Irish' and will also help to sustain the continued success of Ireland's food industry, said Kelleher, "The more shoppers spend with SuperValu, the more money goes back into the Irish economy... helping to sustain jobs and creating a virtuous circle of economic activity."
"We will maintain our commitment to suppliers as the number one supporter of the Irish food industry. This gives us a range of unique selling points such as being the only retailer to uniquely stock 100% Irish beef, lamb, pork, bacon, and chicken, all of which is born, bred, and reared in Ireland," he added.
Among the contracts awarded are Clada Minerals, Clonarn Clover, Arthur Mallon Foods, Silver Pail, Avondale Foods and Bandon Vale Cheese.
The Irish Examiner reports that the total purchases of Irish goods and services made by SuperValu was worth over €1.6 billion to the Irish economy last year, creating and protecting almost 30,000 Irish jobs.
Enda Kenny, Ireland's Taoiseach (Prime Minister) said, "We have some of the finest food producers in the world and I welcome the announcement today by Supervalu of its continued commitment to Irish producers. You are supporting jobs in the Irish economy and I congratulate you."
The SuperValu Own Brand range is also available in over 2,000 stores across Budgens and Londis in Great Britain and in SuperValu stores in Northern Ireland. SuperValu is part of the Musgrave Group and the banner is carried by independent retailers at 232 stores across the island of Ireland. (28 Sept)
© 2012 - ESM: European Supermarket
