Midleton SuperValu store wins Bord Bia quality assurance certification

The first shop to achieve certification under the new Bord Bia Retail Butcher Quality Assurance scheme is Hurley’s SuperValu in Midleton, Co Cork.

This ensures that all meat for sale is fully traceable and Bord Bia quality assured, through every stage of the supply chain, reassuring the customer of the integrity of the product.

SuperValu managing director Martin Kelleher, said it believes in providing customers with quality fresh food they can really trust.

“The fact that Hurley’s SuperValu Midleton is the first store in Ireland to have been certified by Bord Bia is a testament to our policy of sourcing meat of the highest quality from Irish suppliers.

“With this latest milestone we continue to set the benchmark for others to follow in the Irish grocery market.”

Mr Kelleher said all fresh beef sourced by SuperValu is 100% Irish and Bord Bia approved, traceable back to the Irish farms of origin.

“We also have established the FoodTrace system, which has been uniquely designed for SuperValu and can provide a traceability report for any of our fresh beef sold from our butcher counters to customers,” he said.

Bord Bia chief executive Aidan Cotter, congratulated SuperValu on its achievement on becoming the first retailer to secure certification for a butchers’ counter: “Bord Bia certification recognises SuperValu Midleton’s commitment to exclusively sourcing quality assured meat products.

“The scheme guarantees that the approved meat sold by the certified butcher is only sourced from Bord Bia quality assured processors, who in turn only source meat from farms that are Bord Bia quality assured.”

SuperValu said it serves over 2,000,000 customers every week, has 197 stores nationwide, and is committed to local employment and supporting local suppliers.

It pointed out that 75% of everything on its shelves is sourced or produced in Ireland, contributing over €><1.6bn to the economy and helping to sustain almost 30,000 Irish jobs in the farm, food, and retail sector.

All of SuperValu branded fresh beef, poultry, lamb, and pork is 100% born, bred, and reared in Ireland.

Kantar Market Data confirms that the group retains the largest market share of the beef, lamb, and pork market in Ireland.

SuperValu’s 2012 sales included €182m worth of Irish meat and poultry, the equivalent of 78,000 cattle, 130,000 lambs, 12.1m chickens, and 191,000 pigs.


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