SuperValu retailers in Offaly support National Dairy Week

Damian Moran

Reporter:

Damian Moran

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Through their local sourcing policy, SuperValu, Ireland’s leading independent supermarket, is expecting to sell €58 million worth of National Dairy Council (NDC) Certified milk in 2013.

Through their local sourcing policy, SuperValu, Ireland’s leading independent supermarket, is expecting to sell €58 million worth of National Dairy Council (NDC) Certified milk in 2013.

This equates to over 65 million litres of NDC milk in 2013, sourced from seven creameries throughout the Republic of Ireland, which in turn supports over 2,000 local farming families. Local creameries such as Glanbia supply SuperValu stores in Offaly.

All of SuperValu’s Own Brand milk is NDC approved making it the ideal partner for National Dairy Week (April 29th – May 5th). The NDC Guarantee, featured on the carton, assures consumers that milk has been farmed and processed locally in counties such as Offaly therefore helping to support local jobs in the community.

Martin Kelleher, Managing Director, SuperValu, said; ”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 1 in 4 litres of milk sold in the Republic of Ireland does not carry the NDC guarantee. In 2012 SuperValu generated retail sales of €157 million for the Irish dairy industry and our participation in the NDC National Dairy Week is further demonstration of our commitment to the Irish agri-food industry.”

Welcoming SuperValu as retail partners for National Dairy Week, Zoë Kavanagh, Chief Executive of The NDC 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.”

“There is also a heightened awareness of provenance and supporting local jobs as a result of the recession,” says Ms. Kavanagh. “Research has shown that 82% of consumers believe that buying Irish is important for local communities. There is a growing consciousness amongst 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.”

SuperValu believes in local. It has 196 stores and is fully committed to local sourcing and helping to build sustainable local communities. 75% of everything on SuperValu’s shelves is sourced or produced in Ireland, contributing over €1.6 billion to the Irish economy and helping to sustain almost 30,000 Irish jobs in the farm, food and retail sector.