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Strogs, identified as a 'high potential start-up' to complete the prestigious 2010 Enterprise Ireland SuperValu Supplier Development Programme.

The innovative programme is designed to help small companies achieve the standards required to get their products on SuperValu's shelves. Now in its fourth year, the programme offers participants invaluable retail insight and expertise through a series of workshops and one-to-one mentorship sessions with industry experts.

Niall McGrath, co-owner and farmer, changed the focus of his farming two years ago to begin producing an eco friendly fire log, which he named Strogs. Proactively selling and marketing a product were a completely new area for Niall and became the main motivation for him taking his place on the programme.

He felt the programme provided invaluable insight into what buyers are looking for and require. In addition he learnt more about production and manufacturing standards which allowed him to adapt his product to secure a significant listing through the SuperValu/Musgrave network.

We are now gearing up to roll out through Musgrave at the end of the month, an achievement we would have never realised without the programme.

Commenting on the programme's completion, Donal Horgan, Managing Director SuperValu said: 'Entrepreneurship is at the very heart of what we do, across the country our 191 stores are owned and operated by independent retailers, who are entrepreneurs with a passion for real food, so their support for this initiative is very willingly given.