Dundalk 'fakeaway' curry Sing Li set to hit SuerValu shelves nationwide

Dundalk-based Sing Li Foods have been selected as one of five producers across Ireland that will have their product stocked in SuperValu stores nationwide as part of SuperValu’s Taste of Local initiative, which highlights quality local Irish food and drink products in-store.

The much loved Sing Li foods offer a range of curry sauces, and their original curry paste has been selected for distribution at SuperValu stores across Ireland.  

They are one of five producers from the Food Academy Programme, the business support programme for innovative food and drinks producers, to be stocked as “Guest Stars” in Taste of Local fixtures in SuperValu stores nationwide for three weeks, beginning on March 2nd.  

The five products selected for nationwide distribution this March are: Chicory Root Syrup from Homespun, Co. Dublin; Belgian Chocolate Chip Cookies from West Cork Biscuits, Co. Cork; Curry Paste from Sing Li Foods, Co. Louth; Ginger Beer from Zingibeer, Co. Dublin and Original Gravy from Porter & Nash, Co. Dublin.

SuperValu said they are keen to shine a light on Irish-made produce, and offering this chance to sell their products nationwide is a huge opportunity for these small producers.

The SuperValu Taste of Local initiative showcases the producers who have gone through the Food Academy Programme as well as highlighting hyperlocal products that are unique to local stores. 

The producers chosen to be stocked nationwide from March 2nd are part of the Food Academy programme in SuperValu which mentors budding entrepreneurs and producers giving them the tools to take their business to the next level.

Each one has demonstrated that they are ready to grow and being chosen as an in-store Guest Star means they will be exposed to new audiences. 

Speaking about their Food Academy journey Sing Li Foods Co-Founder Owen Fee said: “We joined Food Academy in 2015 and have found the entire experience brilliant, it has boosted our business and given us access to stores around Leinster.

“We have learned so much from the Food Academy’s mentorship in terms of sales, distribution and social media, and even food tastings.

“We started out running a chip van in Dundalk, our curry was particularly popular with customers who were always asking about purchasing the curry sauce to use at home, and we began supplying to local shops and restaurants around Dundalk.

“Our curry paste is suitable for vegans and has a Chinese-inspired flavour – we were actually ahead of the big brands as one of the first to create a curry paste as opposed to a sauce. 

“We are over the moon to be chosen for Taste of Local, we are mainly supplying to North Leinster stores and restaurants, so the opportunity to reach customers nationwide is amazing.”

Speaking about the launch of the five “Guest Stars’” products, Carmel Biggane, Food Academy Manager said: “SuperValu are incredibly proud to support growing Irish food and drink producers, it is an important part of our company ethos, and we are delighted that the five producers’ products will now be available to purchase nationwide.

“Starting your own business can be an overwhelming experience and our Food Academy programme provides the producers with the tools they need to thrive and grow their businesses to their fullest potential.

“Each of the producers have such inspiring stories and SuperValu is thrilled to be on this journey with them.”

The Food Academy programme is a unique food business development programme between SuperValu, Bord Bia and the Local Enterprise Offices.

The programme supports Irish producers in navigating the food business industry, teaching vital skills and knowledge including branding, digital marketing, driving sales, sustainability, food safety and labelling, finance and one-to-one mentoring.

Some 270 producers are on the programme, and 98% feel that Food Academy has been “very beneficial” to developing their business.  

Food and drinks producers, who are in the early stages of developing their business and would like to see their products on shelves in SuperValu are strongly encouraged to apply for the programme. Applications for this year’s intake are now open, and the deadline for application is Friday, April 7th 2023.

The programme will commence in September 2023. Those interested in applying can find further details on www.localenterprise.ie/FoodSupports/Food-Academy-Programme. 

This year’s Guest Star Products are available at over 150 SuperValu stores nationwide from March 2nd until March 22nd.