SuperValu Has Partnered With Guaranteed Irish To Promote Local Produce

By Publications Checkout
SuperValu Has Partnered With Guaranteed Irish To Promote Local Produce

Musgrave has announced that SuperValu has partnered with Guaranteed Irish, the non-profit business membership organisation championing businesses operating in Ireland.

75% of products stocked on SuperValu shelves are sourced in Ireland, which will allow Guaranteed Irish to nurture and grow its partnerships with indigenous Irish companies.

Local Champion

SuperValu also plans to invest over €700,000 to promote its official retail partnership with Guaranteed Irish to highlight and raise awareness of the benefits of purchasing Guaranteed Irish brands.

This will be invested in a range of marketing activations, beginning on August 16th 2018, including in-store content, digital activation, and TV advertising. SuperValu’s ‘Bag for Life’ will also display the Guaranteed Irish symbol.

“This is an amalgamation of two very iconic Irish brands. SuperValu embraces our values surrounding jobs, community and provenance. These values are showcased through SuperValu’s commitment to food producers based in Ireland, which has many positive effects for local enterprise and Irish jobs, particularly in rural communities,” said Brid O’Connell, CEO of Guaranteed Irish.


“As the majority of produce stocked on SuperValu shelves is sourced in Ireland, including products by many Guaranteed Irish members, it is very apt that the Guaranteed Irish symbol will now be displayed across its stores nationwide. This partnership with SuperValu will see the Guaranteed Irish symbol return to the forefront of consumers’ minds, helping them to support producers in Ireland when carrying out their food shopping.”

Guaranteed Irish

Guaranteed Irish now has over 500 members, indigenous and international, that employ nearly 50,000 people in Ireland, generating a turnover of €11 billion.

Martin Kelleher, managing director of SuperValu, said that the chain is delighted to work alongside Guaranteed Irish and to promote and support local produce.

“Working with over 1,800 Irish suppliers, SuperValu is uniquely placed to support more Irish food producers than any other grocery retailer,” Kelleher said.

“This is not new for us, over the past 30 years, many of the big and small Irish food brands started their journey with SuperValu. This support is replicated on the ground by our retailers who are in a position to provide many Irish food producers with their all-important first supermarket listing and a route to market for future expansion.”


Last week, it was announced that Guaranteed Irish had made a similar partnership agreement with Smurfit Kappa Ireland, a world-leading producer of paper-based packaging.

© 2018 Checkout – your source for the latest Irish retail news. Article by Aidan O’Sullivan. Click subscribe to sign up for the Checkout print edition. 

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