SUPERVALU TO SELL €3.8 MILLION WORTH OF PEPPERS IN 2009

26 April 2009

The first new season Irish peppers are now available in over 190 SuperValu stores throughout Ireland.  SuperValu has announced that it will account for approximately €3.8 million worth of fresh pepper sales this year and expects to sell approximately one million loose Irish peppers between now and early October.  The most popular loose pepper has proved to be red peppers, which outsells its green, orange and yellow variants by a two to one ratio.

Irish grown peppers are dramatically increasing in market share, thanks to extended growing seasons and new varieties.  Martin Flynn of Rush, North County Dublin, holds the contract to supply Irish peppers to SuperValu. This is part of SuperValu’s strategy to source 100% Irish fresh produce where possible.  The peppers are picked and packed by order, every day to be delivered onto shelves in SuperValu within 36 hours.

Commenting on the announcement, Donal Horgan, Managing Director, SuperValu said, “We are pleased to announce the arrival of the first new season Irish peppers to SuperValu stores.  As part of our value offering, we are selling three pack pepper range for €1.89, which consumers will find ideal for a range of meals such as stir fries and stuffed peppers.  SuperValu has a long established policy of investing in local Irish produce whenever possible, thus providing the Irish consumer with top quality fresh Irish fruit and vegetables.  Indeed, our commitment to Irish based producers includes combined Irish retail sales of €1 billion of fresh food in 2008.”

During 2008 Musgrave, owner of the SuperValu brand made a significant contribution to the Irish economy and Irish suppliers with 75% of all products purchased on behalf of all its retail partners, either produced or manufactured in Ireland. This represents total purchases from Irish suppliers in excess of €2.85 billion at retail level, serving to both create and protect Irish jobs and livelihoods and also sustain the Irish community.

Peppers and tomatoes are best eaten raw, in salads, and are recommended by nutritionists on account of their no-fat and high vitamin content.  Sweet peppers, especially red peppers, are very rich in vitamins, particularly vitamin A, C, E and B6.

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For further information please contact:

Piaras Kelly / Joe Carmody                                  Sue Lamon-Diver
Edelman                                                           Communications Manager
01 6789333                                                       Musgrave Retail Partners
086 8131691 / 086 8058764                               086 2273397
piaras.kelly@edelman.com /                               sue.lamondiver@musgrave.ie
joe.carmody@edelman.com