Two Wexford businesses have achieved success through the SuperValu Food Academy

The leading grocery retailer has sold an estimated €230 million worth of Food Academy products in its stories over the past decade, supporting 1,500 jobs through the programme which benefits local communities and the national economy.

Two Wexford businesses – Mór Taste and NUTORIOUS – took part in the 2023 Food Academy programme, a tailored business development initiative for early to mid-stage producers, which is supported by SuperValu, Bord Bia and the Local Enterprise Office.

Mór Taste, founded by Felix Oster, produce low-sugar, all natural flavoured jams and spreads by hand from their kitchen in Killinick, County Wexford. The company won the Blas na hÉireann Gold Award in 2022.

NUTORIOUS, founded by Úna Sinnott, is a small food business producing 100% natural nutty and seedy snacks. All the products are gluten free, wheat and dairy free and are made in Knockbrandon, Gorey.

More than 1,000 local Irish food producers have completed the Food Academy programme since its inception in 2013 with products from over 300 Food Academy participants regularly stocked in SuperValu stores across the country, including Mór Taste and NUTORIOUS.

The initiative provides training in food safety, market research, branding, marketing, finance, sustainability, and business development through a range of dedicated workshops. Food Academy producers also have the opportunity to feature their products on SuperValu shelves nationwide, giving them real, tangible opportunities for growth in the market.

The SuperValu milestone anniversary comes as new research by Bord Bia and Behaviour & Attitudes Ltd (B&A) reveals that 90% of consumers choose to buy locally produced food, with more than 2 in 3 (68%) buying this category at least weekly.

The main driver for purchasing locally produced food is a desire to support the local economy and jobs, followed by the belief that locally produced food is fresher, better quality and good for the environment.

This year, 23 new Food Academy entrants are launching a wide variety of products including naturally leavened sourdough bread, low sugar fruit jam, organic micro-greens and eggs, as well as products utilising spent grain to make protein snacks and used coffee grinds to create a tan-removing soap.

SuperValu managing director Ian Allen described the Food Academy programme as a “fantastic collaboration” between the company, Bord Bia and the Local Enterprise Office, which enhances and supports the growth of Ireland’s food and drink sector.

“At SuperValu, we are passionate about food and supporting the development of Irish food and drink producers in local communities across Ireland – having proudly done so since 1968. The Food Academy programme is a fantastic opportunity for small businesses to gain direct access to leading expertise to help them on every step of their journey – from start-up producer to securing their products on supermarket shelves.”