British Turkey Producers Campaign to Revive Whole Bird Sales
British Turkey Producers Launch Campaign to Promote Whole Birds at Christmas
British turkey producers have joined forces to encourage shoppers to put the whole bird back at the centre of the Christmas table.
The campaign aims to reverse the growing trend towards smaller turkey crowns and breast joints, which have become popular with consumers looking for convenience, reduced cooking times and smaller festive portions.
Industry leaders are promoting whole turkeys as a better value option for families, with the added benefit of leftovers that can be used across multiple meals during the Christmas period.
The move comes as British producers look to strengthen demand for locally produced turkey and remind shoppers of the traditional role of the whole bird during Christmas celebrations.
For the poultry trade, the campaign highlights the challenge of changing consumer habits, particularly as households continue to balance convenience, price and food waste concerns. If successful, it could help support seasonal sales for British turkey farmers, processors and retailers.
Source: Meat Management | 5 May 2026
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