Annual report & review 2006 - Shopic.com

Different & better – retailers & local suppliers
SuperValu – real food, real people
Whether they’re quizzing the in-store wine expert or
listening to one of the bakers extolling the virtues of
the ever popular Guinness bread, everywhere you look
in SuperValu Deansgrange customers are deep in
conversation with staff. ‘Service is always right at the top
of our agenda,’ says Rachel Twomey, general manager
of the Dublin southside store. ‘It’s what differentiates us
from the multiples and it’s the reason why some of our
customers have been shopping at this store for 20‐odd
years.’
While it’s the recent stunning refit that has an immediate
impact at Deansgrange, it doesn’t take long to realise
that it’s the sustained investment in staff and training
that makes this store so special. ‘Having an informed,
motivated team is at the heart of our success,’ says
Rachel’s father, Cormac Twomey. ‘This is why we’ve made
a point of either employing or training specialists right
across the business.’
As well as qualified butchers, the wine expert, deli staff
and bakers, the Twomeys recently opened a professional
fish counter in the store, managed by award‐winning
Cavistons of Glasthule and employing a member of their
staff who is an expert in fish produce and seafood.
It’s this level of detail that helped SuperValu
Deansgrange win Checkout’s coveted Best in Fresh
award 2006. The judges concluded that while the store
hits extremely high standards in all departments, it is
especially strong in its selection and display of fresh local
produce.
developed a real niche introducing and promoting local
suppliers. Customers really appreciate the community
connection.’
In September the store held events, at which local
suppliers came to the store to talk about their produce,
took questions from customers and encouraged
all‐comers to taste their wares. Cormac explains that
maintaining a dialogue with his customers also means
engaging in a wide range of community initiatives,
including arranging trips and Christmas parties for the
elderly and supporting local schools and charities.
After 30 years in the business, Rachel’s father is more
than happy to let his daughter tackle the day-to-day
running of the store and is delighted by the drive and
innovation she’s brought to the business. In her first year
Rachel made the headlines by introducing Ireland’s first
same-day internet grocery delivery service.
‘You can never stand still in business,’ Rachel explains.
‘It’s why we’ve recently increased our floor space and
enlarged and upgraded our off-licence. But with all the
changes, the standards of service and products must stay
consistently high.
‘Being Best in Fresh means
delivering the same fresh offer in
the evening as when you open at
‘Our mantra is local store, local customers and local
produce,’ says Rachel. ‘Over the past few years we’ve
seven.’
‡
Local food for local stores – Folláin
Folláin, suppliers to SuperValu, is the Irish word
for wholesome and Peadar O’ Lionáird’s company
– located in the rural West Cork heartland – is exactly
that. It conjures its fresh fruit preserves, marmalades,
jams, relishes and chutneys from 100 per cent natural
ingredients.
Peadar explains that a century-old Irish recipe, passed on
through several generations, was the secret to Folláin’s
first product – a chunky grapefruit
marmalade which was launched back
in 1983.
Building on this modest beginning,
hand preparing the fruit and cooking
in kitchen-style conditions, Folláin has
grown steadily, increasing its range of preserves and expanding
to what is now a state-of-the-art, modern food factory, built and
equipped to the highest quality standards.
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Musgrave Group Plc Annual Report & Review 2006