SuperValu leads the herd with ‘Best Beef Ever’
Nigel Maxwell, SuperValu sales director of Musgrave NI joins SuperValu ambassador chef, Noel McMeel
Foodmarket retailer Supervalu has raised the steaks according to research looking into the quality of NI beef.
The study conducted by the Livestock and Meat Commission (LMC) found all of its beef is sourced locally and Northern Ireland Farm Quality Assured (NIFQA).
The improved range also leads the way in flavour, according to an independent consumer taste audit conducted by Loughry College.
The results came as the retailer launched its ‘Best Beef Ever’ campaign with support from Ambassador Chef Noel McMeel.
Its 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 recieved extra training to increase the range, improve maturation, provide new cuts, and 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.”
Chef Noel McMeel added: “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.
Its stores sell in excess of £105 million worth of products from Northern Ireland.
