SuperValu: Buy Irish campaign a big hit

SuperValu today toasted a hugely successful Christmas — and said a major part of its success was down to the fact consumers wanted to buy Irish.

SuperValu today toasted a hugely successful Christmas — and said a major part of its success was down to the fact consumers wanted to buy Irish.

It also said it was spending €230m on long-term price reductions.

The comments followed on the publication of market research information which the company said showed it was only the Irish supermarket to have attracted new shoppers over the Christmas period.

The company, quoting from a report compiled by Taylor Nelson Sofres (TNS), the world’s biggest market research company, said the overall grocery market was down 7.5% in the four weeks ending December 27, whereas SuperValu’s decline was 4.9%.

Donal Horgan, managing director SuperValu, said the company, owed its success to its policy of sourcing Irish, its fresh food offering and its value for money offer with a strong combination of permanent price discounts and promotional offers.

For example they sold 96,000 Irish turkeys, all at half price, as part of a very strong as part of its Real Rewards loyalty card offer, with retail sales amounting to in excess of €4m.

As part of SuperValu’s sourcing policy, all turkeys were provided by two Monaghan-based producers Grove Turkeys Ltd and IGWT Poultry Services Ltd.

Earlier this year, they had launched their All We’ve Cut is Our Prices value campaign, which consisted of an investment of €230m in long-term price reductions on everyday products and brands.

This was being delivered without the chain’s commitment to Irish suppliers and Irish jobs being lessened.

SuperValu had buying power in excess of €4.9bn and was at the forefront of delivering value to consumers.

Currently 75% of everything on its shelves was sourced or produced in Ireland.

The purchases were worth in excess of €2.85bn every year to the Irish economy and also indirectly supported more than 14,000 Irish jobs.

Article courtesy of the Evening Echo newspaper.

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