The Supervalu Signature Tastes Irish Hampshire Pork range, which was launched at the Ploughing Championships, will help boost the €117m Irish Pork market by offering consumers a premium pork product from traditionally reared Irish pigs at an affordable price.

The Hampshire breed of pig is one of the oldest pigs in existence today, and offers the leanest of meat.

The initiative is run between SuperValu and meat producers McCarren Meats and Oliver Carty, who, combined, have over 200 years of experience in the meat industry.

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SuperValu’s new range has distinctive features which set it apart from other brands. All the pigs bred for the range are from a Bord Bia approved farm, and are fed on a diet of home-milled grains that are sourced within 20km of the farm where the pigs are reared.