Irish grocery retailer SuperValu is launching a new 100% pork range, as part of its SuperValu Signature Tastes offering.
The new range, entitled Irish Hampshire Pork, will boost the €117 million Irish pork market as it will use 100% Irish reared pigs.
A distinctive feature of the product comes from the fact that Hampshire pigs tend to produce leaner meat than other breeds. All Irish Hampshire breeds will be reared on Bord Bia approved farms and fed a natural diet including milled grains.
Eamon Howell, SuperValu trading director, said “As the number one supporter of the Irish agrifood industry, at SuperValu we sell more fresh meat than any other retailer in the country and all our SuperValu fresh beef, lamb, pork, bacon and chicken is 100% Irish – born, bred and reared in Ireland.
"We continue to drive the fresh food leadership agenda, constantly raising the bar in terms of innovation and providing customers with fresh, locally-sourced quality Irish food. We aim to boost pork sales with SuperValu Signature Tastes Irish Hampshire Pork, with seven out of ten consumers choosing the product over standard pork in our taste tests.”
© 2016 European Supermarket Magazine – your source for the latest retail news. Article by Aoife Lawless. To subscribe to ESM: The European Supermarket Magazine, click here.
