DEFRA's latest statement on the Norfolk avian flu outbreak saying that it believes the outbreak "is exclusively a Bernard Matthews Holton problem" brings mixed blessings to the sector.
For Bernard Matthews, it's yet more negative news. You can't help feel sorry for the company that defied the powerful supermarkets and retained its own "bootiful" brand while competitors gave in and switched to selling products under the supermarket's own brands. But the irony is that the Bernard Matthews brand may prove to be its downfall, as consumers associate it with the outbreak.
In contrast, for free range producers, the DEFRA statement that "there is no evidence of H5N1 anywhere in the wild bird population" comes as a relief. The fear was that the virus had established itself here on British soil in the wild bird population, putting many flocks at risk.
But don't start celebrating yet, this month sees the start of the spring migration. Let's hope we see no more of this virus this year.