Asda has won the title of Retailer of the Year at the 2011 British Turkey Awards. The supermarket chain was declared winner for its broad and varied all-year-round turkey portions offering, which judges said would satisfy demands from the store’s family orientated target market.

The panel of independent judges praised Asda for their “excellent range to suit all budgets”.

As well as family sized cuts such as fillets, diced thigh, and breast joints, and economical Smartprice steaks and drumsticks, there were also some innovative products within the range suitable for a variety of meal occasions, such as turkey and cheese melts, koftas and meatballs.

The packaging also impressed 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.

Morrisons was scored well for a “huge range and good prices” and Sainsbury’s for its “selection which covers all meal needs and good packaging”, But Asda was the best all-rounder, said the judges.

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

Winners of the 9 categories were announced from 73 entries, ranging from turkey stir fry with peppers and pak choi, applewood smoked turkey, and turkey and cranberry chipolatas to twelve different whole roasted turkeys.

The judging panel, included a magazine food writer, consultant chef and three consumers who won their places through a competition on the British Turkey website. One consumer judge, Sue Kirk, said: “Turkey is such a tasty and versatile meat. My family enjoy eating it all year round.”

The Christmas category was split into two sections – Best Traditional and Best Convenience. KellyBronze, the free-range brand farmed by Kelly Turkeys won the Best Traditional 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 category was scooped by Sainsbury’s Free Bronze Turkey Breast Joint with Roast Chestnut Stuffing, for its “attractive garnish and delicious stuffing”. Judges said it is “good quality but easy option for Christmas Day”.

Lorna Cousins, Chair of the British Turkey Publicity and Marketing Committee, said: “We must congratulate the retailers and producers for the incredible excellence achieved in this sector. The British turkey industry’s continual high standards of quality and innovation is clearly evident in the all year round offering on the supermarkets shelves and these awards give great recognition to this.”

The evening also raised more than £9000 for the children’s medical charity Sparks, and Dravet Syndrome UK.

The winners in full:

Turkey Awards Winners 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 and Jordan Kerridge

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

Retailer of the Year (sponsored by Elanco)


British Turkey

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