Organic turkey growers have had their best-ever Christmas, with sales up by as much as 30%.
Early indications suggest consumers have traded up from frozen to farm fresh or from farm fresh to free-range and organic.
Michael Bailey of major producer Baileys Turkeys, who is vice chairman of the NFU's poultry board, said: "Fresh turkey sales were very strong, with organic sales stronger than ever.
"The two main organic companies I deal with are looking to produce a lot more next year, perhaps doubling the number to around 6,000 birds. There is a definite trend towards better quality and locally produced, high welfare, bronze-feathered birds."
Retailers also noticed consumers buying more convenient, pre-prepared cuts such as turkey crowns. Tesco said sales of turkey crowns were up 25% year-on-year, while sales of geese were up 10%. The British Turkey website received a record number of hits in December, 50% up on 2005.