IdentiGEN in the News

 

Press Release - Wed 14 March 2001

 

DNA-Testing Underpins 11% Increase in beef sales

95,000 cattle DNA-sampled for Superquinn, contract renewed

Irish technology company IdentiGEN today announced that Superquinn has renewed and extended its contract with the company to DNA test beef through the TraceBack^TM system.  Today also marked the testing of the 95,000^th beef animal for Superquinn since 1998 and the publication of a new consumer information leaflet explaining the TraceBack^TM guarantee.

TraceBack is a revolutionary way to guarantee the origin of beef.  Superquinn was the first supermarket in the world to guarantee its beef in this way.  Animals are identified by their ear tags and in the meat plant a tissue sample is taken from every one destined for Superquinn.  The animal’s DNA is stored and random cross-checks are carried out with meat from the supermarket counter.

IdentiGEN chief executive, Ciaran Meghen said  “Animal movements and traceability are  very live issues at the moment.  Superquinn were extremely far-sighted in adopting our technology to audit their own assurance scheme a full two years ago.  Retailers on the continent are now becoming aware of the opportunity it can offer their business and IdentiGEN is at a very exciting stage of development.”

Dr Patrick Wall, chief executive of the Food Safety Authority said, “TraceBack^TM is one of the key initiatives being implemented by the food industry in response to growing consumer awareness of issues such as animal traceability, and Superquinn, with this initiative, is in the vanguard.”

Senator Feargal Quinn, Superquinn said “First and foremost, TraceBack^TM gives us the information we need to stand over our promise to customers - that the meat on Superquinn’s shelves can be traced back not only to the farm, but to the individual animal it came from.  TraceBack^TM is now an integral part of our quality assurance scheme.  It is the ultimate check, over and above the existing national regulations and controls, which enables us to give our customers confidence and has resulted in increased sales of beef.”

  “The TraceBack^TM guarantee appears on Superquinn’s meat packaging, and we are putting more information into the shops, in the form of leaflets and videos, to tell customers more about what the guarantee stands for.  Our beef sales have increased steadily over the past number of years, and in 2000 were 11% ahead of 1999.”  A television, press and radio advertising campaign will begin in coming weeks to support the in-store information campaign.

 

Click the icon to see the new Superquinn leaflet

back to top