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.
The Irish Wagyu beef range, available in SuperValu stores from April 30th, includes a selection of premium steak cuts alongside more versatile everyday options. The range features:
- SuperValu Signature Tastes Wagyu Beef Fillet Steak (185g)
- Striploin Steak (227g)
- Ribeye Steak (227g)
- Sirloin Steak (227g)
- Wagyu Lean Steak Mince (400g)
- Wagyu Beef Burgers (340g)
- Wagyu Beef Meatballs (300g)
Together, these products offer customers the opportunity to enjoy restaurant-quality cuts at home, as well as convenient, high-quality options for everyday meals.
Luke Hanlon, Managing Director SuperValu said: “From the outset, our ambition was to deliver world-class beef for shoppers while creating a sustainable and commercially viable opportunity for Irish farmers. This investment has allowed us to build a fully integrated Wagyu programme – combining global best practice with Irish farming expertise – and bring a consistent, premium product to our customers year-round. It represents a significant step forward in how we develop and deliver exceptional Irish food at scale.”
The programme was developed following extensive international research into leading beef systems, where Wagyu consistently ranked as the global benchmark for eating quality, marbling and tenderness. In response, SuperValu partnered with Warrendale Wagyu and formed a joint venture with Kepak to adapt this model for Irish farming.
A core focus of the programme has been providing certainty for farmers, with guaranteed premiums, a secure route to market and early-stage support enabling participation to reach 150 farmers to date.
Brian Tormey, Chief Executive Officer of Irelands Meat Division at Kepak Group added: “This programme is about building something long-term for Irish agriculture. By combining proven genetics with a strong farmer network and processing expertise, we’ve created a model that delivers for farmers, for retailers and ultimately for consumers looking for exceptional quality Irish beef.”
The SuperValu – Kepak Wagyu Producer Programme is designed to provide customers with top quality wagyu beef, rewarding quality and consistency and offering farmers predictable returns, technical support and improved welfare outcomes. Expansion of the programme will continue in line with growing consumer demand for premium Irish produce.
The launch reflects a broader shift in consumer behaviour, with increasing demand for restaurant-quality dining experiences at home. Wagyu meets this demand through its distinctive marbling, which delivers a rich flavour, tenderness and a consistently premium eating experience.
