Turkey producers are calling on the support of retailers to persuade consumers that turkey is not just for Christmas.
The industry is keen to grow its business to 12 months of the year, rather than just the two months surrounding the festive season.
Speaking following the British Turkey Product of the Year Awards, Paul Sheppard, chairman of the British Turkey Federation's Publicity and Marketing Committee, said they needed to build strong partnerships with the retailers.
"The retailers do support us, but we need their help in developing our weekly business."
Sheppard said the turkey industry needed to innovate and persuade consumers that the meat is more than just a seasonal dish.
He added the industry was also still worried about the threat of cheap imports from South America.
"There is still a temptation for retailers to source birds from abroad, and that could have a serious impact on our business."