SuperValu, Kepak and Warrendale Wagyu launch new beef supply initiative
SuperValu, in partnership with Kepak and Warrendale Wagyu, has today (Thursday, April 30) announced details of a new end-to-end Wagyu beef supply chain.
The new partnership sees SuperValu invest approximately €2.4 million in the new 'end-to-end' Wagyu beef supply chain, which aims to ensure availability of the product at SuperValu stores around Ireland.
The SuperValu – Kepak Wagyu Beef Producer Programme will see what is being described by the partners as "a premium Irish Wagyu beef range" rolling out across 185 SuperValu stores nationwide from April 30 and being available year-round.
The programme is currently supported by 150 Irish farmers, with supply from these farms exclusively for SuperValu.
Participation is expected to grow to 320 farmer-suppliers by 2027, as consumer demand is expected to continue to increase.
A statement from the partners involved explained that the new partnership will enable SuperValu and Kepak to "bring restaurant-quality meat to consumers’ homes, without compromising on taste, while keeping prices affordable for customers".
"Ireland produces the best beef in the world, and this initiative will make it more accessible to customers," the statement said.
Delivered over three years, the investment has focused on farmer support and training, the introduction of Japanese Wagyu genetics, specialised feeding systems, marketing activation, and expert consultancy.
"This has enabled SuperValu to build and scale a premium Irish Wagyu programme in a way not previously achieved by any Irish retailer," the statement said.
"While Wagyu beef has been available in Ireland on a limited basis, SuperValu is the first Irish retailer to deliver a full Wagyu beef range produced at scale, with consistent year-round availability, guaranteed supply and full Irish provenance."
The Irish Wagyu beef range, available in SuperValu stores from today, includes a selection of premium steak cuts alongside more versatile everyday options.
The range features:
- SuperValu Signature Tastes Wagyu Beef Fillet Steak (185g);
- Striploin Steak (227g);
- Ribeye Steak (227g);
- Sirloin Steak (227g);
- Wagyu Lean Steak Mince (400g);
- Wagyu Beef Burgers (340g);
- Wagyu Beef Meatballs (300g).
Commenting on the roll-out of the new initiative, Luke Hanlon, managing director at SuperValu said: “From the outset, our ambition was to deliver world-class beef for shoppers while creating a sustainable and commercially viable opportunity for Irish farmers.
"This investment has allowed us to build a fully-integrated Wagyu programme – combining global best practice with Irish farming expertise – and bring a consistent, premium product to our customers year-round.
"It represents a significant step forward in how we develop and deliver exceptional Irish food at scale.”
Hanlon explained that the programme was developed following international research into leading beef systems, where Wagyu "consistently" ranked as the global benchmark for eating quality, marbling and tenderness.
"In response, SuperValu partnered with Warrendale Wagyu and formed a joint venture with Kepak to adapt this model for Irish farming," he said.
"A core focus of the programme has been providing certainty for farmers, with guaranteed premiums, a secure route to market and early-stage support enabling participation to reach 150 farmers to date."
Brian Tormey, chief executive officer of Irelands' Meat Division at Kepak Group added: “This programme is about building something long-term for Irish agriculture.
"By combining proven genetics with a strong farmer network and processing expertise, we’ve created a model that delivers for farmers, for retailers and ultimately for consumers looking for exceptional quality Irish beef."
Tormey said the programme is designed to provide customers with top quality Wagyu beef, rewarding quality and consistency and "offering farmers predictable returns, technical support and improved welfare outcomes".
The programme will be expanded "in line with growing consumer demand".
Tormey continued: "The launch reflects a broader shift in consumer behaviour, with increasing demand for restaurant-quality dining experiences at home.
"Wagyu meets this demand through its distinctive marbling, which delivers a rich flavour, tenderness and a consistently premium eating experience."
Wagyu beef
According to the partners involved in the project: "The unique marbling of Wagyu beef melts during cooking, resulting in exceptional tenderness and a rich, buttery flavour profile.
"This creates a distinctive, velvety texture that conventional beef cannot replicate, delivering a consistently premium and memorable dining experience for customers looking to elevate meals at home."
