Aldi leads the market when it comes to Bord Bia approved Irish meat

The latest survey of fresh meat in supermarkets has shown that Aldi sells the highest proportion of fresh Irish meat labelled with the Bord Bia Quality Assurance Mark.

Bord Bia’s Retail Audit on the Bord Bia Quality Mark found that 82% of Aldi’s fresh meat range displayed the Quality Mark, giving Aldi the highest ranking of the nine supermarket and convenience store chains surveyed.

Carried out in March 2016, the in-store survey calculated the percentage of individual bacon, beef, burgers, chicken, cooked ham, duck, lamb, pork, rashers, sausages and turkey products available carrying the Bord Bia Quality Mark.

The news that Aldi topped Bord Bia’s survey comes as Aldi launches a new advertising campaign, which focuses on its Irish suppliers, highlighting the company’s strong Irish sourcing credentials and longstanding partnerships with Irish farmers and producers.

The campaign, called ‘Supplier Stories’, will involve a significant advertising spend, aims to tell the story of Aldi’s Irish suppliers, depicting an authentic vignette of their life.

Aldi’s Group Buying Director Finbar McCarthy said that Bord Bia’s latest survey confirms Aldi leads the market in providing customers with Bord Bia approved Irish meat.

Our customers tell us that they want to buy Irish and support local producers, especially when it comes to fresh meat, and that’s something we take real pride in doing.

“That’s why we source all our fresh meat exclusively from farms in the Republic of Ireland that are certified under the Bord Bia scheme.”

McCarthy said that it is timely that Aldi top Bord Bia’s survey the week as it launches a new campaign focusing on our Irish farmers and producers.

“We have forged long-standing relationships with many Irish suppliers and producers from every corner of Ireland and our new campaign tells the story of these suppliers.

“We are delighted to be working with so many outstanding Irish producers and hugely value our shared commitment to delivering quality Irish produce at everyday low prices.”

A huge supporter of Irish food, Aldi has forged relationships with 70 new Irish suppliers over the last five years and it currently works with more than 175 Irish suppliers.