Centre Of The Community

The pandemic’s legacy may still be felt by many businesses but for Musgrave NI, it made way for renewed relationships with its communities, bringing increased loyalty across its brands. Desi Derby, marketing director, talks to Emma Deighan about the firm’s silver lining and its large-scale sustainability plans.

The Musgrave Group has a 146year heritage that spans seven generations. Its presence can be felt in almost every town, city and village here through its three retail fascias: SuperValu, Centra and Mace.

Whether its outlets are company owned or operated by independent retailers, there is an underlying ethos of personal service, community spirit and value.

Beyond those values, however, is also a symbol group with evolution on its mind allowing it to play ball with some of the biggest emerging consumer trends –keeping it relevant with its customers and a cut above its competitors.

“The pandemic saw a shift in consumer habits,” Desi, Musgrave NI’s marketing director, begins. “It was an extremely uncertain time and people were nervous about travelling and shopping in big stores, so they went back to their community stores. We really showed our commitment to our customers, ensuring our shelves were fully stocked and providing a safe shopping environment for them. To help the most vulnerable, 75 of our stores also offered home deliveries. Shoppers appreciated what their community stores did. We reconnected with our customers, and they have stayed with us.”

It was thanks to the NI business’ longterm commitment to supporting local and its partnerships with local suppliers that meant shelves were fully stocked during the pandemic. Today it sources £160m annually from local producers, working with 3,000 local farmers and selling 3,500 local products as part of that local sourcing commitment.

Supporting local charities is also a key focus for the business – its work with

Action Cancer and Northern Ireland

Chest Heart and Stroke has raised more than £3.5 million since the start of the partnerships, helping communities the length and breadth of Northern Ireland. Notably, a huge effort was made by its retail partners when these charities struggled to fundraise because of Covid restrictions.

Those efforts have not gone unnoticed by its customers nor has the consistent investment across the Group portfolio including an innovative SuperValu rejuvenation project, which has seen extensive investment in stores.

“SuperValu rejuvenation launched in our company-owned Portstewart store followed by Dairy Farm Belfast, Portglenone and Omagh. It’s a very modern approach and we believe it is a trailblazer in redefining convenience retailing and meeting the needs and wants of the modern shopper.

“SuperValu is like the big brother or sister in our portfolio of brands. We have 37 stores in Northern Ireland and with rejuvenation comes a spacious and modern shopping environment, new technologies, new colour palettes, new fixtures and energy-efficient fittings, as well as extended ranges and innovative new concepts that are really next generation,” Desi continues.

These new ranges include The Happy Pear plant-based proposition, a wider butchery range with a charcuterie edge, premium wines, beers and spirits with lines exclusive to Musgrave, as well as favourites Frank and Honest coffee, with its 2.0 upgrade, and Moo’d Ice-Cream.

It’s a programme of activity that is set to continue throughout 2023 in the company-owned portfolio, with independent retailers “seeing the merit” of the new design and planning to refurb. It also reinforces the Group’s commitment to offering its customers more than full shelves but a food experience and lots of choice.

Beyond those aesthetic and sourcing developments, the Group is also working hard to ensure its customers can shop competitively, rebutting the attitude that convenience is costlier.

Desi says: “Value is always very important to us as a business, even more so in the current climate as our customers manage the increased cost of living. As a result, we’ve invested £5.6m in value across our special offers, which have been branded as Epic Deals for 2023 as well as savings on many of our everyday essentials. And of course, hundreds of own brand products which are up to 33% cheaper than the better-known brands.

“In Q4 of 2022, we brought our ‘Cracker Deals’ in three weeks earlier because we recognised that shoppers were shouting for value.”

And a voucher giveaway to the value of £25,000 was also part of the business’ 2022 customer offering and more of the same can be expected, says Desi.

“We’re very proud of what we’ve been doing but we’re also mindful of the continued challenges. It’s clear that this year is going to be challenging for consumers and we will make sure value is once again at the forefront.”

While ensuring value and availability are core, Desi adds that there will also be a focus on “food and beverage inspiration and range development” which includes upping its vegan, vegetarian, and healthy ranges.

Being a sustainable business will continue to be a priority for Musgrave as it demonstrates that its net zero target is a serious work in progress.

“In 2022 we created a sustainability fund for our retailers worth £2.7m which allows every Centra and SuperValu store to avail of up to £21,250 and £42,500 respectively to invest in suitable sustainable initiatives including upgrading freezers and refrigeration, LED lighting retrofit, solar panels, as well as introducing electronic shelf labels.”

Several retailers have availed of the fund with £0.5m already invested in making their stores more efficient and sustainable. Overall, the fund will result in an estimated 12% carbon reduction by the company over a two-year period –the equivalent of planting 31,000 trees, informs Desi.

He adds: “Musgrave will also physically plant trees in partnership with Trees on the Land – 5,000 trees were planted in

2022, a further 5,000 will be planted in 2023, whilst our cash and carry branches will introduce LED lighting this year reducing electric usage by 7% and 4,000 tonnes of CO2 emissions.”

Meanwhile, its indigenous brands such as Frank and Honest coffee boasts biodegradable coffee cups, coffee pods, 100% rainforest alliance certified beans, and a digital loyalty app.

“We are 146 years old and the values that were put in place at the beginning of our operation have not changed and that includes building long-term honest relationships with customers and retailers. Sometimes, today, you don’t see that.

“We really value our retailers and the relationship we have with them. They, in turn, are very value-led and are working so hard in the background to give back and make their communities a better place in which to live. We look forward to a successful 2023 working in partnership with them,” says Desi.