Doherty’s Meats signs ‘significant deal’ with Musgrave

Doherty’s Meats in Derry has been listed by Musgrave Retail Partners for its network of SuperValu and Centra stores throughout the island of Ireland. 

The deal, which will see Doherty’s gluten–free burgers, meatballs and traditional Irish pork sausages stocked in over 500 SuperValu and Centra stores, has been described as “immensely significant”.

Brian McQuaid, sales manager at Doherty’s, said: “This immensely significant listing for us with Musgrave gives us a tremendous platform for growth in a key market. We will be working with the retailer to maximise this great opportunity for our products.

“The listing is a marvellous boost for the company and a great endorsement of our gluten–free range, in particular. We’ve seen significant growth in demand for our gluten–free range over the past few years especially in Britain. Feedback from [the recent] IFE [show in London] was extremely positive.”

Doherty’s gluten–free range was introduced by the company to meet a growing market demand, especially from consumers with dietary conditions. It has also been listed by online retailer Ocado and chains such as Asda.

In September last year, the business underwent a brand refresh as part of a marketing drive to expand business in Britain and the Republic of Ireland. All of the products that have received the Musgrave listing feature the new branding.

During the brand refresh, managing director Seamus Doherty said: “The single biggest challenge for our business has been the changing pattern in retailing, with the rise of the multiples and discounters. We like to think we have a good, broad customer base that covers both the independent grocery sector and the multiples.

“There is a lot of competition; it was easier for us a few generations ago when there was not such a variety of options for the customer. We remain a small entity among all the giants in the business world, but we are competing through the quality of our products and the reputation of the business for service and value for money. And it was the commitment to competitiveness that led us to invest in a new and contemporary product identity.”

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