Traditional turkey back on the menu at Asda

By James Knowles

- Last updated on GMT

Related tags: Asda, Meat, Supermarket

Asda is re-introducing a traditional 17th century turkey breed in a
bid to reverse increasing consumer trends towards festive
alternatives

The food retailer has joined forces with the Traditional Norfolk poultry company (TNP) to reintroduce slate blue, a breed of turkey from the 1800's, saving it from the critically rare list. Breeding pairs within remaining flocks had dwindled to just 50 pairs.

"We are absolutely delighted to be working with Asda on this project, bringing a traditional Victorian breed of turkey offering for customers, whilst also ensuring the protection of the species for years to come,"​ said Mark Gorton, director of TNP.

The food retailer made the decision to launch 'the extra special slate blue,' a special breed from the 1800's, after a survey found that 33 per cent of Asda customers were planning to serve up alternatives such as goose and fish.

"The blue slate is sure to be a winner this Christmas, and we have already received over 350 enquiries about pre-orders to date,"​ said Christ Brown, Asda agricultural manager.

The introduction of blue skate represents a new direction being taken by Asda, catering for customers who want locally sourced British foods with a sense of histroy.

In a simmilar move the food retailer introduced organic pumpkins for Halloween, and is now looking to extend its offerring of locally sourced produce to its meat ranges including beef and pork.

Asda is confident that turkey will be back on top at Christmas, predicting sales will be up 23 per cent on last year.

Extra special blue slate, which is free range and fed on organic grain, is now on sale at Asda for £6.98.

Related topics: Market Trends

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