SuperValu is number one for beef in Northern Ireland.
The leading foodmarket convenience retailer has come out on top in research conducted by the Livestock and Meat Commission (LMC), with 100% of its beef sourced locally and 100% also Northern Ireland Farm Quality Assured.
SuperValu’s beef leads the way not only in quality but in flavour, as a recent independent consumer taste audit conducted by Loughry College found that SuperValu’s new and improved beef came out on top, beating a number of key competitors.
The retailer has launched its ‘Best Beef Ever’ campaign with support from Ambassador Chef Noel McMeel, as part of Northern Ireland’s Year of Food and Drink’s ‘Love NI Meat’ theme for August.
SuperValu steaks and joints are now matured for a minimum of 21 days to give a fuller flavour and improved tenderness.
All butchers within SuperValu stores have also been trained on the quality of the meat, increased range, improving maturation and new cuts of meat, to be able to offer ‘expert’ advice to customers.
Michael McCormack, Managing Director of Musgrave NI, which owns the SuperValu brand said: “At SuperValu we very much believe in providing our customers with the best in quality, local produce. In fact, SuperValu is one of the biggest supporters of local produce and local suppliers in Northern Ireland, spending over £105m annually, with 75% of all fresh foods sourced locally.
“SuperValu beef has always been 100% Northern Ireland farm quality assured and now we’re leading the way in taste and quality. With our ‘Best Beef Ever’ campaign, we also want to provide customers with choice, range and we’ve invested in training to provide in-store expertise with our local butcher.”
SuperValu Ambassador Chef, Noel McMeel, said: “SuperValu is synonymous with quality, local produce and now its beef is a cut above the rest in taste with its 21 days maturation guaranteed.
“SuperValu’s local expert butchers will now be able to help customers get the best out of quality, Northern Irish beef and I will be sharing my hints and tips for preparing seasoning and cooking a variety of delicious beef dishes.”
SuperValu is a leading foodmarket convenience brand for independent retailers in Northern Ireland providing real food from the heart of Northern Ireland. SuperValu believes in quality local food that is from here and for here, which is why, every year, SuperValu sell in excess of £105 million worth of products from Northern Ireland in its stores; this helps to sustain jobs in local communities across the province.
For further information, visit www.supervalu.co.uk or connect with SuperValu NI on Facebook: or Twitter – @SuperValuNI, using the hashtag #SVBestBeef