Three is truly the magic number for Asda as they scooped the title of Retailer of the Year at the 2012 British Turkey Awards for the third year in a row. Judges declared Asda the winner for its extensive range of everyday turkey portions, which judges said would suit all kinds of consumer – from small households to families and convenience shoppers.
All supermarkets stocked a good range of breast fillets, mince, diced thigh and turkey steaks, but the independent panel of judges commended Asda for their “fantastic range to suit all seasons” which included barbecue options such as burgers and sausages, as well as innovative meal solutions such as meatballs.
The consistently labelled packaging and presentation also appealed. Judges thought the low fat health messages, chefs’ tips, and the Union flag depicting British provenance would be a draw to consumers, as well as show support for the British turkey industry.
Asda was handed the Retailer of the Year trophy by ex London Wasps rugby star Pete Scrivener, and Nicola Rye, chair of the British Turkey Federation’s Publicity & Marketing Committee, in front of more than 240 guests and VIPs at The Savoy, London. Former Olympic rowing champion Sir Matthew Pinsent hosted the awards.
Winners of the 10 categories were announced from 79 entries, ranging from Coronation turkey breast chunks, a turkey wellington and chilli turkey burgers to fourteen different whole roasted turkeys.
The judging panel included three writers from consumer, grocery and catering magazines, plus two members of the public who won their places through a competition on the British Turkey website. One consumer judge, Janice Beal, said: “I cook with turkey all the time. My son is a keen cyclist and so we eat a lot because it is low in fat, but there is much more available in all the supermarkets than I ever imagined. It’s wonderful to have such a good choice.”
The Christmas category was split into three sections – Best Premium, Best Traditional and Best Convenience. Jimmy’s Farmers Range – Free Range Rustic Bronze Turkey, the brand by Suffolk based farmer and television presenter Jimmy Doherty won the Best Premium category, which judges praised for its “majestic appearance, stand-out texture and moreish taste”. The award for the Best Traditional category was scooped by Asda for its Basted Whole Turkey, for its “delicious moist and buttery flavour”, and the Best Christmas Convenience went to Jamie Oliver’s My Tastiest Turkey Box – two stuffed leg and breast joints which come with a gravy. The judges loved the homemade taste of the stuffing and the rich, dark meat.
Nicola Rye, Chair of the British Turkey Publicity and Marketing Committee, said: “Figures show that consumption of British turkey is in growth and this is clearly down to the excellent quality and the wide range of products being produced, and the essential support of the retailers. These awards give recognition to all the hard work within the industry. Special winner logos are available for packs so that retailers can influence consumer purchase.”
The evening also raised more than £14,000 for the children’s medical charity Sparks, and Dravet Syndrome UK.
The winners in full:
Turkey Awards Winners 2012
Best Meal Solution (sponsored by Hybrid Turkeys)
• ASDA Chilli Turkey Burgers
Best Innovative Product (sponsored by ABN)
• Morrisons Hand Prepared Turkey Wellington
Best Catering Product (sponsored by Eurest)
• Lincs Turkeys Lincolnshire Free Range Thigh Roll
Best Ready-to-eat Product (sponsored by Noble Foods)
• Bernard Matthews Farms Coronation Turkey Breast Chunks
Best Christmas Convenience Product (sponsored by Securcom)
• Jamie Oliver’s “My Tastiest Turkey Box”
Best Christmas Traditional Product (sponsored by Easichick)
• ASDA Basted Whole Turkey
Best Christmas Premium Product (sponsored by Poultec)
• Jimmy’s Farmers Range – Free Range Rustic Bronze Turkey
British Turkey Blogger Recipe of the Year (sponsored by Peppadew)
• Marie Rayner – The English Kitchen.Blogspot.co.uk – Parmesan Crusted Turkey Steaks with a Tomato and Peppadew Relish
British Turkey Student Chef of the Year (sponsored by Aviagen)
• Starter course: Thai style turkey kofta, turkey crackling, green papaya salad, honey yogurt & deep-fried tortellini – Antonia Morosi and Laura Hogger from Westminster Kingsway Catering College, London
• Main course: Stuffed and rolled turkey breast served with a honey parsnip puree and a turkey quail scotch egg – Kathryn Bash, Colchester Institute, Essex
Retailer of the Year (sponsored by Elanco)