SuperValu, in partnership with Kepak and Warrendale Wagyu, has invested approximately €2.4 million to develop Ireland’s first end-to-end Wagyu beef supply chain, ensuring on-shelf availability 52 weeks of the year in SuperValu around Ireland.
The SuperValu – Kepak Wagyu Beef Producer Programme result in a premium Irish Wagyu beef range, now rolling out across 185 SuperValu stores nationwide from April 30th and available year-round. The programme is currently supported by 150 Irish farmers, with supply exclusively for SuperValu and participation set to grow to 320 by 2027 as consumer demand continues to increase.
This new partnership will enable both 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 new range promises a dining experience unlike anything offered before. 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.
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.
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.
