With consumption of turkey up 11.6% in volume year on year and fresh turkey sales up 18% yoy to £77m, British Turkey has plans afoot to ensure turkey is high on the consumer’s agenda this summer. Building on its extremely successful shopping mall sampling campaign, British Turkey is rolling out its British Turkey Taste Challenge to regional county shows.
From June onwards the I Love British Turkey sampling stand will be seen at a number of shows starting with the Three Counties Show in Malvern showcasing turkey’s great taste, versatility in cooking and low fat credentials. Family favourite spaghetti Bolognese will be sampled throughout the show while chefs will be demonstrating how easy and delicious turkey is to barbecue.
Lorna Cousins, chair of the British Turkey Federation’s marketing committee says, “We know that sampling plays an important role in demonstrating and proving to consumers just how great turkey tastes. This year we want to talk to consumers in a more relaxed environment and county shows are ideal. A day out with all the family means there is time to talk and exchange ideas, and visitors to the stand will be able to taste for themselves how delicious turkey is and see just how easy it is to cook with. By sampling turkey in family favourites such as turkey mince in spaghetti Bolognese and turkey steaks on a barbecue, we hope to encourage families to try turkey at home in their own weekly meal repertoire. As turkey is also low in fat, it offers the consumer the additional benefit of a healthy proposition in their weekly shop.”
For the second year running Olympic silver medallist and young mother Gail Emms; celebrity TV chef Phil Vickery and renowned nutritionist Fiona Hunter will all be promoting and encouraging consumers to eat British Turkey all year round.