SuperValu leads herd with ‘Best Beef Ever’

Nigel Maxwell, SuperValu sales director with chef Noel McMeel
Nigel Maxwell, SuperValu sales director with chef Noel McMeel

Foodmarket convenience retailer Supervalu 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.

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.

Michael McCormack, MD 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.”