Turkey meatballs with red pepper pasta is Gary Lineker’s favourite way to eat turkey Olympic champion Kriss Akabusi goes for Mediterranean turkey kebabs, and a 10-minute turkey with peas and leeks is the preferred choice of the household of TV chef Phil Vickery.

These are just three of the mouth-watering turkey dishes selected by a star-studded cast of celebrities and presented by Quality British Turkey in The Little Book of Great British Turkey Recipes.

The initiative was cited at a recent meeting of the East Midland poultry discussion group as one of the ways in which the turkey sector was fighting back after the fall in consumption caused by outbreaks of H5N1 avian flu. Consumption of turkey meat had been as much as 30% down across the board immediately after the Holton outbreak, said Clay Burrows, agricultural director of the Derbyshire-based turkey company Cranberry Foods. But he added that the recovery was under way.

Turkey meat has latched on to the ubiquitous “five-a-day” slogan (five items of fresh veg or fruit) in its latest campaign. The initiative will run until the end of the year and aims to target 50 million consumers by urging them to add a portion of turkey to their daily quota of five portuions of fruit or vegetables.

Mr Burrows said it was up to the sector to press home the message at every opportunity that the product was British, waving the various flags that were available, such as Red Tractor, Freedom Food and free range.