Talking Turkey at SFMTA AGM

He outlined the history of turkey production and the stages from egg to fully grown bird. In the last 35 years UK turkey suppliers output has reduced from 24 million to 16 million, from 22 processors operating weekly to just two and from 2300 Christmas turkey farmers to just 950. Of the 16 million turkeys produced in the UK half of those are produced for the Christmas market.

UK supermarkets support British Turkey 100% Paul told the audience adding:-

“Aldi and Lidl are buying all their turkeys from the UK and they are using that as their promotional tool with labelling to say that this British, 100% British and that is what we support.

“Local turkey sourced on farm is a totally unique offer that independents stores can supply. Dry plucked is a product that the independents pretty much have a monopoly on. This is a unique offer to your customers.”

The Building Blocks:-
Breed, Maturity, Free Range, Dry Plucking and Hanging, much faster Cooking

The Standard Way:-
Fast growing breed, killed very young, wet processed, hot evisceration, deep chilled.

Paul said that Kelly's Turkeys help butchers play to their strengths. “Local is a huge attraction, we are a small family business that people love, an artisan product, free range, dry plucked and hung, endorsed by lots of celebrities.

'The curse of the crown' was the next issue addressed by Paul and this was not an attack on Her Majesty:-

“Imported butterflies are a threat. They are sold at a loss and effects the critical mass of the farmer. Crowns are not good value. Whatever we take off we charge and you can buy the whole turkey for the same price and get the rest for free. When we have those kind of discussions the customer takes the whole bird. There is a media push by the industry to buy the whole bird. Hugh Fearnley Whittingstall's 'War on Waste' will help this initiative.”

Paul stressed that turkeys killed at 10 weeks don't have time to lay the meat down. Celebrities are great supporters of the local butcher because they do not want to be associated with supermarkets. Kelly's use lifestyle pictures, pictures paint 1000 words. This is the difference that craft butchers need and Kelly's are a small family business that people love.

The future opportunities:
Underlying demand for quality Turkey is strong.
Local food with provenance is what the affluent consumer wants and is in growth.
The magic and romance of getting the Turkey from the butcher is very powerful and will not diminish.
76% of all Kelly's orders were taken via their website, 50% of which were on a tablet or smartphone.