Sourcing Responsibly

Fair and sustainable farming

Sustainable farming

Farmers, farming isn’t just a job, it’s a way of life. That’s why, to help our farmers produce the very best food, we have developed the SuperValu Sustainable Farming Programme. We are the first and only retailer in Ireland to support our farmers with such an initiative. The aim of the programme is to improve food quality through farm efficiency. With the help and encouragement of experts in Kepak and Teagasc, SuperValu farmers get advice on key areas of farm management, sustainability and breeding. This ensures best practice in feed and living environments as well as grassland management. After all, better farms mean better food, which means SuperValu customers have even more reasons to feel confident that the food on their plate is both healthy and delicious.

Local Sourcing

SuperValu is the number one supporter of the Irish food sector, sourcing from Irish suppliers whenever possible. We purchase more than €2 billion worth of Irish goods from over 1,800 Irish suppliers annually, with 75% of everything on our shelves sourced or produced in Ireland. 100% of SuperValu’s branded meat, including beef, lamb, pork, bacon, and chicken, is Bord Bia approved and born, bred, and reared in Ireland, and milk for SuperValu’s own brand range is 100% Irish, sourced from creameries throughout the Republic of Ireland.

Locally sourced

Our stores hire from the local community, and we invest substantially in our people, with a range of in-store experts, including butchers, fishmongers, and bakers. As SuperValu stores are independently owned and operated, we can source directly from local suppliers on a one-to-one basis, which means there are products available on our shelves that are not sold anywhere else. SuperValu’s Food Academy program also works with over 300 small producers and supports over 1130 Irish jobs. This year we are introducing a sustainability module for Food Academy suppliers to help these suppliers build a sustainable business too.

Fairtrade products

Fairtrade guarantees that farmers receive a fair price for their crops, helping towards a better life for growers and their families.  

Our bananas with the Fairtrade label offer the producer families in developing countries direct access to an international market and it is hoped that by learning to market their own produce at a reasonable price, Fairtrade producers will become independent in the long run, helping them to improve fruit quality and secure a future for their families.


Farmers are guaranteed a minimum price for their goods and a portion of every one of your Fairtrade purchases contributes to a social premium (a kind of communal fund) managed by the farmers themselves. This premium funds education, housing, microloans, health and sustainability projects and other social and economic initiatives in the community.


We supply over 50 Organic lines in store each year. Most of our organic produce can be got throughout the whole year. As many organic produce is impacted by seasonality, (due to the lack of fertiliser used) we only supply each line when they are in season.  All our organic produce is Pesticide free. Organic produce is grown without the use of pesticides and chemicals- not only does this keep these chemicals off of your plate but the organic growing process is also beneficial to water quality as it does not pollute water sources with pesticides.


At SuperValu we work in partnership with Irish growers sourcing as much Irish stock as possible, supporting our local farmers and reducing air miles at the same time. Committed to improving the sustainability of all of our packaging, our Organics range now has 19 lines in fully compostable packaging.

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