Supermarket turkey sales set to fly
By Poultry World staff
UK supermarkets are expecting to shift significantly more turkeys this Christmas, according to a survey conducted by the British Turkey Federation (BTF).
In a survey of leading multiple retailers, the average volume forecast is 8% higher than in 2000.
Almost 11 million birds or large roasts will be sold in the key eight-week period prior to Christmas.
The “roasts” component is now a major contributor to this total.
It includes both simple breast rolls and roasts, and products with more added value such as stuffed or coated crowns or saddles.
These kinds of products are in tune with the demand for more convenience, plus a trend towards smaller families and towards one-shot Christmas dinners, with little or no cold turkey to follow.
In 2000, consumption of rolls and roast increased by 41% year-on-year says the BTF.
Yet still in dominant position for the moment is the whole turkey.
Sales last Christmas season reached 26,000 tonnes, out of total whole bird sales for the year of 33,000 tonnes.
Total retail sales of all forms of turkey were 98,000 tonnes.
Last year, 73% of the whole birds for Christmas were sold frozen, 23% fresh.
This years fresh sales are expected to surge with the help of the increased number of turkey ordering services now available.
One of these services is being provided by the National Farmers Union, in the form of a hotline to assist shoppers who are looking for a locally produced fresh turkey.
The hotline intends to “cut out the hassle” for shoppers by pointing them in the direction of their nearest turkey farm on the strength of just a single telephone call.
It has enrolled more than 150 farmers from Cumbria to Somerset, which have committed themselves to marketing 50,000 fresh farm turkeys directly to members of the public via the hotline.
It will operate right up to Christmas Eve on 0870 848 1430, 8am to 6pm Monday to Friday.
It will be publicised through a leaflet being distributed to the public through regional offices.
Mike Bailey, chairman of the NFU national turkey committee, said: “NFU turkey members know they have a great product and in these difficult times they have decided to get together to sell their turkeys direct to the public.”
For those fresh producers who are still competing at the cheaper end of the market, encouragement to trade up to birds with higher added value comes from leading producer Kelly Turkeys.
The company is raising its own retail prices by 5% this year to cover higher labour and feed costs, resulting in prices ranging from 5.22/kg for white barn-reared, to 5.85 for free range bronze.
General manager Paul Kelly claims that the top of the market is not price sensitive, even though there is up to a five-fold price differential between retail prices for frozen birds and traditional farm fresh turkeys.
“Adding value will add to costs and you will have to charge more, but the extra premium can be recovered.
“Reducing or holding prices will not stimulate a proportionate demand,” insists Mr Kelly.
“Do something special with just a small part of your production and offer it to your customers.
“You have very little to lose – and a lot to gain.”
The only way out for anyone caught in a price trap, he claimed, was to promote the features and benefits that could be offered to customers.
Customers wanted to buy locally, but needed to know you were there.
“You have to shout from the rooftops what you do and why people should buy from you.”
Niche markets were the only areas of the food business predicted to grow over the next 10 years, said Mr Kelly.
Christmas turkeys were in one such niche, with demand growing for free range, organic, locally grown, welfare friendly produce.
This year Kelly has expanded its own range of convenience products with the launch of a turkey crown weighing from 1 to 2kg.
It provides pure breast meat including a wing joint, and is designed as a small Christmas lunch for families who still want a feature on the table to carve.
One innovation this year from Kelly is a waxing line at the Danbury processing plant to improve the finish on bronze turkeys.