Organised by the National Dairy Council in association with SuperValu, the programme will also highlight the quality, versatility and nutritional benefits of dairy products as part of a balanced diet.
SuperValu’s trading director Eamon Howell said the group sells 736,000 litres of NDC-certified milk per week. “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. However, this is certainly not the case at SuperValu,” he said.
Mr Howell said the group generated retail sales of €155m for the Irish dairy industry in 2013 and its participation in National Dairy Week demonstrates its commitment to the Irish agri-food industry.
“What makes SuperValu different is our profits not only stay in Ireland, but are also re-invested into local communities across the country thanks to the fact that our stores are independently-owned.
“We encourage our shoppers to look for the NDC certification on their milk, as this mark supports over 12,000 jobs directly and indirectly, which creates a widespread economic impact across communities in Ireland,” he said.
Ireland and Leinster rugby players Rob and Dave Kearney are ambassadors for NDC, whose objective is to support the consumption of dairy products.
The programme for the week includes the NDC annual conference in Dublin on Wednesday, while Teagasc has organised a walk on Friday May 16 on the farm of last year’s Kerrygold-NDC national quality milk award winners, Edward and Olivia Fitzgerald, Tobernea, Effin, Co Limerick.