SuperValu Launches New Good Food Karma Project

By Publications Checkout
SuperValu Launches New Good Food Karma Project

SuperValu has unveiled the latest evolution of its Good Food Karma campaign at a special event in Dublin’s Mansion house, featuring cookery demonstrations from chefs like Kevin Dundon and Sharon Hearne Smith, and the rest of its Good Food ambassadors.

The Good Food Karma Project aims to get the nation cooking healthy meals from scratch, to ensure the health and wellness of the next generation.

Recent research, compiled by RED C, revealed that even though most Irish people recognize the benefits of cooking from scratch, many struggle to find the inspiration to cook, or simply feel they lack the skills.

SuperValu has recruited what calls “an army of foodies”, with chefs Dundon and Hearne Smith, as well as Martin Shanahan, athletes David Gillick, Bernard Brogan and Anna Geary, The Happy Pear, Daniel Davey, and Inspiring Foodies Conor Bereen, Marc Bereen, Duncan Maguire, Federico Riezzo and Ciaran McGonagle.

This team of brand ambassadors has created a series of recipes, videos and blog posts, all available at, with the aim of inspiring Irish people to eat less processed food.


To support the campaign further, the team will be hitting the road this summer to visit communities across Ireland and give demonstrations to help people improve their culinary skills.

The Good Food Karma Project will focus on four key food moments; healthy breakfast, healthy mid-week meal, Friday night in and the backbone of every Irish family, the Sunday roast.

Speaking at the launch of Good Food Karma Project, Ray Kelly, Marketing Director at SuperValu commented, "At SuperValu we are passionate about supporting further growth in home cooking which will help ensure the next generation is healthier than the last.

"We want to change people’s relationship with food by demonstrating the real benefits of good wholesome food and the fun and satisfaction that is gained from cooking."

Also speaking at the launch, SuperValu ambassador and celebrity chef Kevin Dundon said, "Good Food Karma has always been about getting the nation to cook together and have some fun in the process.


"The Good Food Karma Project is the next phase and is pointing people in the right direction when it comes to how they can master cooking tasty dishes from scratch without it taking hours out of their day – it still has to be fun."

© 2016 - Checkout Magazine by Jenny Whelan.

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