Blog: Katy AskewBernard Matthews hopes chef backing won't be a turkey

Katy Askew | 19 March 2010

UK meat firm Bernard Matthews has announced that TV chef Marco Pierre White will endorse its products in a bid to boost the profile of turkey in the country.

The Hell's Kitchen star will encourage people to consider eating turkey all year round, rather than just at Christmas, as well as developing a new range of turkey products for the group.

“Ever since I was a young boy I've been an admirer of turkey and particularly Bernard Matthews, because he is without question one of the great farmers of the last five decades,” White claimed.

“Turkey is the nation's favourite roast on the most important family day of the year, so why not all year round?”

Whether or not White's backing will be enough to boost turkey consumption, which is often viewed as a strictly seasonal meat by many UK consumers, remains to be seen.

To change the nation's eating habits is no tall order.

That said, fellow celeb chef Jamie Oliver successfully managed to do so in his high-profile campaign against Bernard Matthews staple Turkey Twizzlers, much to the company's chagrin.

In the years since Oliver's assault on the Twizzler and its place on the school dinner menu, the company has worked hard to emphasise the healthy credentials of its products. However, it is yet to truly shrug off the shadow left by the campaign.

So, perhaps the backing of another TV chef will, at last, help the Bernard Matthews brand move on.


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