Asda has been named Retailer of the Year at the 2010 British Turkey awards.


The supermarket chain was declared winner for its wide and varied product range, which judges said would satisfy demands from the store’s family-orientated target market.

The panel of independent judges applauded Asda for its “excellent variety”. As well as family-sized cuts such as diced thigh, mince and breast steaks, and economical Smartprice steaks and drumsticks, there were also some innovative products within the range, such as turkey sausages.

The labelling on packaging also scored highly with judges, who felt the chefs’ tips, health messages and clear British credentials were appealing to consumers.

Asda was handed the Retailer of the Year trophy by sports personality Sir Geoff Hurst, MBE, and Matthew Pullen, chairman of the British Turkey Federation‘s Marketing Committee, in front of 200 guests at Claridge’s, London.

Supporter of the “I love British Turkey” campaign, Olympic medallist Gail Emms, co-hosted the awards with TV presenter Chris Hollins.

Overall there were 10 award categories and 86 entries, ranging from slow-cooked turkey shanks and turkey bacon to 11 different whole-roasted turkeys.

The hotly contested Christmas category was split into two sections – Traditional and Convenience. KellyBronze, the free-range brand farmed by Kelly Turkeys won the Best Traditional category, which judges deemed to be “a magnificent looking bird with a slightly gamey flavour”.

The award for the Best Convenience category was scooped by Tesco Finest for the Bronze Turkey Breast with Pork, Chestnut and Apple Stuffing.

“We must congratulate the retailers and producers for the continual excellence achieved in the British turkey industry,” said Mr Pullen, “The quality and sheer range of products available all year round on the supermarket shelves is encouraging and should be recognised.”

BRITISH TURKEY AWARD WINNERS

• Best Meal Solution (Sponsored by DS Smith Packaging)

Tesco Boneless Turkey Thigh Joint with Sea Salt and Black Pepper

• Best Innovative Product (Sponsored by Kilco)

Asda Sweet Chilli Turkey Sausages

• Best Branded Product (Sponsored by T Clarke and Sons Poultry)

Lincs Turkeys Fresh Lincolnshire Turkey

• Best Catering Product (Sponsored by ABN)

The UK Foodhall Ltd Ready to Roast British Turkey 2×1.5kg

• Best Ready-to-Eat Product (Sponsored by Sierra Space Heating)

Tesco Finest Hand Carved Butter Basted Turkey

• Best Christmas Convenience Product (Sponsored by Hybrid Turkeys)

Tesco Finest Bronze Turkey Breast with Pork, Chestnut and Apple Stuffing Wrapped in Dry Cure Bacon

• Best Christmas Traditional Product (Sponsored by Noble Foods)

Kelly Turkeys KellyBronze Turkey

• British Turkey Recipe of the Year (Sponsored by Springetts)

Gerardine Sykes – Turkey in Spicy Yoghurt Bake

• Best School Meal (sponsored by Aviagen Turkeys)

Anna Spooner, Lethbridge Primary School – Christmas Pie

• Retailer of the Year (sponsored by Elanco)

Asda