Kepak and SuperValu launch Ireland’s first Irish Wagyu beef programme Irish Wagyu is now on shelf in selected SuperValu stores nationwide, marking the culmination of a three-year partnership between Kepak and SuperValu to build Ireland’s first fully integrated Wagyu beef supply chain. Irish consumers are increasingly seeking restaurant-quality dining experiences at home, looking for products with exceptional taste, strong Irish provenance and higher welfare credentials. Wagyu meets this demand through its distinctive marbling, which delivers exceptional tenderness and a rich, buttery flavour that conventional beef cannot replicate.
The SuperValu–Kepak Wagyu Producer Programme represents a combined investment of €2.4 million across genetics, farmer support, specialised feeding systems and expert consultancy. By combining world-leading Wagyu genetics with the natural strengths of Irish farming, the programme has created a product that is genuinely distinctive. Irish land, Irish farmers and generations of farming knowledge have produced a Wagyu unlike anything else on the market. The programme currently supports 150 Irish farmers, with participation set to grow to 320 by 2027.
Farmers in the programme receive guaranteed premiums, a secure route to market and full technical support, giving them the certainty to invest in a breed and a programme built for long-term growth. The range includes a full selection of premium steak cuts alongside everyday options, available year-round exclusively through SuperValu
Brian Tormey, CEO of Ireland’s Meat Division at Kepak Group, said:
“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.