Sales of all meats have increased in Superquinn supermarkets, in spite of the foot-and-mouth scare, according to the company's head of fresh food purchasing, Mr Kevin O'Brien. Sales had been increasing in "double-digit percentages" over the past year, but there was an "amazing" increase in sales in the past week.
Mr O'Brien did not believe this was due to people stockpiling. "We believe people are coming to Superquinn because they feel more secure that we have traceability in place."
The supermarket chain began an advertising campaign this week to highlight its traceability programme, which won it the British Institute of Grocery Distribution Award for food chain security in December. The company spends £11 million annually on traceability, showing the source of all meat and many other foods in its stores.
Superquinn stores are displaying cuts of beef, lamb and pig meat, still in vacuum packs as they come from the abattoir. The label inside the bag shows the number of the farmer who supplied it, when it was killed and the factory number.
"If the customer wants to know which farmer it is, we have issued all shops with farmers' numbers, names and addresses," Mr O'Brien said.
"We're doing it now because the whole question of traceability has come up with lamb and beef; pork is not really a problem because they are large producers."