As National Dairy Week begins, SuperValu has announced it will sell €58m of National Dairy Council (NDC) certified milk this year.
This means that more than 65m litres of milk sourced from Ireland’s seven creameries will pass through the supermarket chain’s tills, supporting 2,000 local farming families.
Managing director of SuperValu Martin Kelleher said that the retail group is committed to selling locally produced and sourced Irish milk.
"We are proud to stock all NDC certified own brand milk, selling 736,000 litres per week, and in doing so our customers know that we are delivering quality produce whilst supporting local suppliers whom they can trust.
"It is hard to believe that one in four litres of milk sold in the Republic of Ireland does not carry the NDC guarantee."
Chief executive of the NDC, Zoe Kavanagh, said that, due to recent food scares, consumers have become even more conscious of where there food is coming from.
"There is also a heightened awareness of provenance and supporting local jobs as a result of the recession. Research has shown that 82% of consumers believe that buying Irish is important for local communities.
"There is a growing consciousness among shoppers that supporting local produce is a way of helping our economic recovery.
"The NDC mark supports over 12,000 jobs directly and indirectly, which creates a widespread economic impact across urban and rural communities in Ireland," she said.
Part of the aim of National Dairy week is to promote Irish dairy goods which meet the highest standards from farm to fridge, she said.
"Families and consumers have become very conscious about food quality and origin in recent times.
"National Dairy Week provides the Irish dairy industry with a platform to collectively highlight the excellence of our pasture-based dairy farming — from farm to fridge; whilst also highlighting the versatility and nutritious benefits of dairy within our lives, as part of a healthy, balanced diet."