Bernard Matthews Farms is to cut 130 jobs in Norfolk to remain competitive in the face of the recession.
The jobs will go at the company plant at Great Witchingham in Norfolk, which employs a total of 2500 staff.
It is anticipated that 95 jobs will go in the processing area and 35 from the administrative sector. A 30-day consultation period to resolve redundancy issues has now begun.
The company said in a statement: “This action is a consequence of the challenging economic climate that has resulted in increased price sensitivity, a need to lower costs to remain competitive and fewer people leaving the business in a very depressed labour market.
“While our focus on British turkey farming and the new product launches in 2008 stands us in good stead, our number-one priority is the long-term sustainability and success of the company.
“We appreciate that this consultation process may cause a degree of uncertainty for our staff. As it progresses, we will provide them with regular updates with regards to any further developments.”
This announcement comes only days after the firm launched a new marketing campaign on its cooked meat range with a new on-pack competition giving consumers the chance to win £5000 towards their grocery shopping.
The “Win £5000 Towards Your Groceries” promotion is to feature on about 3.6m of the firm’s recently relaunched “Deli” lines, including its top-selling Wafer Thin Turkey Ham and products from the new Golden Norfolk Turkey cooked meats range.