Waitrose commits to 100% fresh British turkeys for Christmas
© Jake Eastham Waitrose will source all its fresh Christmas turkeys from British free-range farms this year, 500 years after the bird was introduced to Britain.
The retailer said the commitment would strengthen its support for domestic turkey producers while raising welfare standards across its fresh festive range.
See also: Waitrose champions ‘regenerative farming’ on milk bottles
At the centre of the supply arrangement is Waitrose’s long-standing partnership with Traditional Norfolk Poultry (TNP), which produces birds across East Anglia.
Turkeys reared for the retailer are given access to woodland and pasture, with dedicated land set aside for Waitrose flocks to allow foraging and other natural behaviours.
Jake Pickering, head of agriculture at Waitrose, said: “To be the first UK supermarket to guarantee that every single fresh Christmas turkey is 100% British and free-range is a proud moment for us and sets a bold new welfare benchmark for the industry.
“Animal welfare is at the very core of how we source, and by rearing our turkeys to the highest free-range standards with dedicated woodland and pasture to thrive in, we’re supporting local farmers while guaranteeing exceptional welfare and flavour.”
New Christmas addition
The retailer is also adding two heritage-breed birds to its premium No.1 range for Christmas 2026.
They include a 5kg British free-range Bourbon Red heritage turkey, priced at £110, and a 5kg traditionally prepared Bronze turkey at £120.
The Bourbon Red is a slow-growing breed reared outdoors, while the Bronze birds are dry plucked and matured for at least seven days.
The sourcing commitment coincides with the 500th anniversary of the turkey’s introduction to Britain, with the bird first arriving on British shores in 1526.
Consumer interest
Waitrose said the move also reflects consumer interest in British provenance and higher-welfare production.
Its website searches for “Christmas turkey” have increased by 1,351% over the past month as customers begin planning festive meals.
Turkey remains the most common traditional Christmas centrepiece.
YouGov research cited by Waitrose found 57% of Britons included turkey as part of their main Christmas meal last year, more than twice the proportion choosing chicken.
Waitrose said updated packaging would also make the free-range status of its fresh turkeys more prominent and include clearer information on its animal welfare tiers.