Musgrave NI announces £12 million investment for 2021

Set against an ambitious growth strategy, local convenience retail brand, Centra continues its expansion across Northern Ireland with the opening of its 100^th store.

The landmark achievement comes as Musgrave Northern Ireland, which operates the SuperValu, Centra and MACE brands, announced further investment plans of £12 million for 2021.  This includes the opening of over 20 new stores, creating up to 500 jobs and follows on the back of an investment heavy year in 2020, despite the pandemic.

As part of this significant investment, an additional 17 existing stores across the network will also benefit from a revamp.

Dunman’s Centra in Cookstown is the 100^th store in the convenience brand’s portfolio in Northern Ireland and is located just outside Cookstown on the Moneymore Road. In addition, Lusty’s Centra in Larne Harbour recently opened its doors and the next few weeks will see openings in Knockbreda and Toome.

Significant refreshes are planned for SuperValu Portstewart, McGleenan’s Centra Keady and McCool’s Centra Ballymena, providing more inspiration and ideas for shoppers with a focus on quality across fresh produce, meat, and food-to-go.

Musgrave has invested heavily in its convenience offering in recent years, including its artisan on-the-go coffee brand, Frank and Honest, which is available in over 150 SuperValu, Centra and Mace stores across Northern Ireland. With over 800 Frank and Honest locations across the island of Ireland, Frank and Honest is now the largest on-the-go coffee brand on the island.  Moo’d ice-cream, now available in over 20 stores, provides shoppers with a range of sweet treat options while Green Kitchen, the Centra salad bar offering, expanded the food-to-go menu.

Speaking today, Trevor Magill Managing Director for Musgrave in Northern Ireland said –

“We have ambitious plans for our network with the focus clearly on our vision to ‘redefine convenience’ in Northern Ireland. The development of new stores alongside the refurbishment of existing stores and continuing to innovate when it comes to product lines, ensures we are always focused on what matters to our shoppers.

“Our teams, across the SuperValu, Centra and MACE brands, are dedicated to providing great quality and choice in terms of our offer, with value for money and exceptional levels of customer service at the heart of what we do.”

Five key initiatives developed to boost fundraising drive

In what was an exceptionally challenging year, Centra and SuperValu retailers across Northern Ireland raised a monumental £130K for long-standing charity partner, Action Cancer.

Due to the ongoing COVID-19 pandemic, the brands challenged themselves to reassess their initial fundraising plans which support the life-saving services offered by Action Cancer across Northern Ireland.

Desi Derby, Marketing Director for SuperValu and Centra, commented on the fundraising achievement: 

“When the pandemic hit at the beginning of last year, our rally call became ‘together we are stronger.’ We knew how detrimental the impact of having to cancel traditional fundraising events and activities would be to Action Cancer, so as a team, we worked collectively to come up with ways in which we could support our long-standing partner in these difficult times.”

“This significant figure is a testament to the dedication of our retailers, colleagues and customers, who have worked tirelessly over the last year to both serve their communities and to help us achieve this impressive fundraising total.”

Five key initiatives were developed including, the sale of limited-edition Action Cancer face masks which to date has raised almost £25,000 and are still available in stores priced at £4.  This followed on the heels of a successful Halloween initiative, partnering with local Armagh supplier Gilfresh, which saw the brands pledge a 50p donation from each pumpkin sale.

Throughout the pandemic, SuperValu and Centra have continued to champion their local communities and in June, the brands called on the public to nominate their ‘local store hero’ – a store colleague recognised for going above and beyond to help their local community – a £1 donation was made for every nomination received.

In April, the brands announced their partnership with a local charity initiative showing support for the NHS and all frontline workers – selling balloon shaped stickers for customers to display on their car or home windows.

In addition, SuperValu honoured their annual sponsorship of Action Cancer’s Bra Walk which took place in September and went virtual for the first time.

Gareth Kirk, CEO of Action Cancer, added:

“Throughout 2020 the ongoing support of SuperValu and Centra retailers to Action Cancer has been truly outstanding and vital, enabling us to continue with many of our supporting services throughout the year. Without the ongoing support of Musgrave NI our impact and the difference we make in helping to save lives and support people with cancer in Northern Ireland would be considerably less. Thank you, SuperValu, and Centra for your tremendous ongoing and continuing support to Action Cancer and for the contribution you make daily to our local community.”

Northern Ireland’s leading, local cancer charity Action Cancer is calling on supporters to enter its online ‘Bake Off’ Competition to mark World Cancer Day on 4^th February 2021. The charity is asking everyone to break out the butter, flour and whisks and bake their own World Cancer Day themed cakes or buns and submit via Action Cancer’s Facebook page. Two lucky bakers will be in with a chance of winning a £50 voucher for SuperValu or Centra, kindly provided by the local retail brands.

World Cancer Day is a global initiative led by the Union for International Cancer Control (UICC). It was created in 2000 and has since grown into a day for individuals and organisations around the world to unite against cancer.

Action Cancer is a local charity that must raise £4m each year in order to deliver its range of cancer prevention, detection and support services. Throughout the Covid-19 pandemic, the charity has adapted its services so that these can be delivered safely face-to-face with the use of PPE and stringent sanitising measures (in line with government guidelines).

Having been made to close its doors in March 2020 due to the pandemic, Action Cancer resumed its breast cancer screening programme in mid-August for women aged 40-49 and over 70 (outside of NHS screening age range) and has since screened over 2,000 women.

Therapeutic Services and Health Promotion departments are also operational again with the staff team moving many services, which were previously delivered face-to-face, to online or over the phone delivery, ensuring as many people as possible are still able to avail of Action Cancer services.

None of this would be possible without the support received from the general public and from relationships with the local business community.

Corporate Fundraising Manager Lucy McCusker commented:

“This World Cancer Day Action Cancer would like to say a huge ‘thank you’ to all of our long term and new corporate supporters. We are extremely fortunate to work in partnership with a range of businesses including; SuperValu and Centra (Musgrave NI), FinTrU, Gordons Chemists, M&S, Santander and Its4women, to name only a few. The funds and awareness raised through these partnerships are vital to the work of Action Cancer.

“Since the Covid-19 pandemic these relationships have been invaluable and we have been very lucky to engage in partnerships with a number of new companies such as DPD Ireland and FinTrU. Whether you are an expert baker or a lockdown inspired newbie we are appealing to individuals and businesses to dust off the aprons, bring out the spatulas and show us your sweet treat delights to mark World Cancer Day.”

SuperValu and Centra have been partnering with Action Cancer since 2001 and during that time have raised over £3 million. Desi Derby, Marketing Director for SuperValu and Centra is pleased to lend their support.

“Our partnership with Action Cancer is one that we are very proud of and we are delighted to support them to raise awareness for World Cancer Day. Our retailers and colleagues are passionate about the work of Action Cancer and work tirelessly to raise money to help support the important services that the charity provides right across Northern Ireland.”

Another of Action Cancer’s business supporters is local online insurance company Its4women. Marketing Manager Kerry Beckett added:

“Its4women and Action Cancer are into the second year of our three year partnership. Together we deliver the Breast Friends fundraising campaign and have raised £87,000 so far for the charity’s breast screening service which has provided 927 local ladies with a potentially lifesaving appointment. February is also significant for us as it is the second anniversary of its4women operating in Northern Ireland and what better way to mark both occasions than with some baking!”

To enter the competition, take a photo of your fabulous baked creations and tag Action Cancer’s facebook page. The winners will be announced at 2pm on Thursday 4^th February.

If you would like to make a donation to Action Cancer for World Cancer Day you can do so on the charity’s facebook page or by visiting www.justgiving.com/campaign/World-Cancer-Day-Bake-Off

Centra and SuperValu have put value at the heart of their current campaigns, kicking off the new year by raising awareness of their extensive own-brand offer and promotions.

The own brand value-led promotions showcase the most comprehensive product range to date, with over 600 own brand products on offer at SuperValu and over 350 available at Centra stores across Northern Ireland – on average 33% cheaper than the better-known brands.

In addition to own brand, shoppers will also find over 200 special offers in SuperValu and over 100 in Centra every 3-week period, starting from January 18^th, across food, household, cleaning and baby.

In addition, over 600 branded products will be price-matched against Tesco in SuperValu and both SuperValu and Centra shoppers will enjoy extra value on weekly Fab Four deals.

This renewed focus comes on the back of a challenging year for NI consumers, where value has emerged as a strong motivator for purchasing decisions in light of the financial pressures of the pandemic and more time at home as a result of lockdowns. This builds on the already established global shift among consumers towards affordable quality own brand options, with private-label brands increasingly seen as equivalent or a suitable substitute, in some instances, to the better known multi-national brands.

Desi Derby, Marketing Director for Centra and SuperValu, said:

“We’re committed to providing our customers with the best value in convenience and the past year has shown that value is at the forefront of the shoppers mind as they look to navigate the pressures of Covid and save money post-Christmas.

 “Our investment in own brand lines demonstrates growing consumer demand for an expanded range of affordable grocery products and we are confident consumers will not be disappointed by the extensive range on offer at both Centra and SuperValu alongside their great quality and value.

“Most shoppers will shop a mix of branded and own-brand products to varying degrees, so hundreds of branded products are also price checked against Tesco every week across our stores to make sure we are constantly delivering value for our shoppers on all the products they want to shop. Our latest campaigns are designed to ensure that message is communicated loud and clear to NI consumers who are facing more weeks of lockdown ahead and who are looking to balance their shop with everyday items, inspiration, indulgence and health, but all at a great price”.