Asda picks up top turkey award

Supermarket group Asda has been declared Retailer of the Year at the 2011 British Turkey Awards, for its “broad and varied all-year-round turkey portions offering”.

As well as family-sized cuts – such as fillets, diced thigh and breast joints – and its economical Smartprice steaks and drumsticks, there were also some innovative products within the range, such as turkey and cheese melts, koftas and meatballs.

The packaging also impressed the independent judges, who felt the chefs’ tips, health message, support of the turkey farmers and clear British provenance would engage with consumers, as well as show support for the British turkey industry.

Asda was handed the Retailer of the Year trophy by football star Ray Clemence, and Lorna Cousins, chair of the British Turkey Federation’s marketing committee, in front of 220 guests and VIPs at the UnderGlobe, London.

In total there were 73 entries in nine classes, with the Christmas category plit into two sections.

KellyBronze, the free-range brand farmed by Kelly Turkeys, won the Best Traditional Christmas category, which judges deemed to be “a glorious-looking bird with an almost earthy, gamey flavour and the most delicious leg meat”.

The award for the Best Convenience Christmas category was scooped by Sainsbury’s Free Bronze Turkey Breast Joint with Roast Chestnut Stuffing, for its “attractive garnish and delicious stuffing”.

Student chefs Daniel Lee and Jordan Kerridge (right) from Westminster Kingsway Catering College were also recognised for their starter and main course recipes, which were served up on the night.

“The British turkey industry’s continual high standards of quality and innovation is clearly evident in the all-year-round offering on supermarket shelves and these awards give great recognition to this,” said Ms Cousins.

Strictly Come Dancing‘s Anton Du Beke hosted the awards.

British Turkey Awards 2011

Best Meal Solution (sponsored by Sierra Space Heating)

Morrisons Hot & Spicy Turkey Steaks

Best Innovative product (sponsored by Kilco)

Sainsbury’s Turkey Breast Strips with Red Pepper, Pak Choi, Red Onion and Ginger, Coriander and Chilli Marinade

Best Catering product (sponsored by ABN)

Parkam Chilled Foods Haycliffe Farm Easy Carve Breast

Best Ready-to-Eat product (sponsored by Noble Foods)

Sainsbury’s Applewood Smoked Carvery Turkey

Best Christmas Convenience product (sponsored by Hybrid Turkeys)

Sainsbury’s Free Bronze Turkey Breast Joint with Roast Chestnut Stuffing

Best Christmas Traditional product (sponsored by Easichick)

Kelly Turkeys KellyBronze Turkey

Student Chef of the Year (sponsored by Aviagen Turkeys)

Daniel Lee (for the starter) and Jordan Kerridge (for the main) from Westminster Kingsway Catering College

British Turkey Recipe of the Year (sponsored by Springetts Brand Design Consultants)

Fiona Sutherland, Vietnamese Turkey

Retailer of the Year (sponsored by Elanco)

Asda