SUPERMARKET brand SuperValu has launched its ‘Best Beef Ever’ campaign after scoring top marks in recent research and taste audits.
The Livestock and Meat Commission (LMC) awarded SuperValu beef with 100 per cent ratings for both locally sourced and Northern Ireland Farm Quality Assured products.
A recent consumer taste audit conducted by the college of agriculture, food and rural enterprise’s Loughry campus also saw SuperValu’s new and improved beef range come out ahead of its key competitors.
After this success, the retailer has launched the ‘Best Beef Ever’ campaign with support from renowned Irish chef and SuperValu ambassador Noel McMeel, as part of Northern Ireland’s Year of Food and Drink’s ‘Love NI Meat’ theme for this month.
All SuperValu butchers are now trained on the quality of the meat, increased range, improving maturation and new cuts of meat in order to be able to provide customers with expert advice.
Michael McCormack, managing director of Musgrave NI, which owns the SuperValu brand, said the campaign is all about providing the customer with the best products.
“At SuperValu we very much believe in providing our customers with the best in quality, local produce,” he said.
“In fact, SuperValu is one of the biggest supporters of local produce and local suppliers in Northern Ireland, spending over £105 million annually, with 75 per cent of all fresh foods sourced locally.
“SuperValu beef has always been 100 per cent 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.”
Ambassador chef Noel McMeel said he fully endorses the campaign.
“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,” he said.
“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.”
