Waitrose has made the commitment to only sell British free-range fresh Christmas turkey this year.
The retailer said it was a “proud moment and sets a bold new welfare benchmark for the industry”.
The commitment is based on its partnership with supplier Traditional Norfolk Poultry, where turkeys roam freely in natural woodland across the Norfolk and Suffolk border.
It has dedicated acreage set aside exclusively for Waitrose birds to ensure the highest standards, enabling foraging and other natural behaviours.
“Animal welfare is at the very core of how we source, and by rearing our turkeys to the highest free-range standards with dedicated woodland and pasture to thrive in, we’re supporting local farmers while guaranteeing exceptional welfare and flavour,” said Jake Pickering, head of agriculture at Waitrose.
The announcement comes 500 years after turkey was first introduced to British shores in 1526.
To further mark this anniversary, Waitrose has launched two products within its No.1 range, including British Free Range Bourbon Red Heritage Breed Turkey, an exclusive rare breed.
The heritage breed (rsp: £110/5kg) carries more fat than standard birds, which Waitrose said allowed the meat to self-baste during cooking for an “exceptionally tender, succulent breast”.
“We’re delighted to be offering our food lovers a traditional, slow-grown heritage bird – the Bourbon Red – a supermarket exclusive that represents the absolute pinnacle of poultry farming,” said turkey buyer Joseph Langfield. “This slow-grown, rare heritage breed matures naturally at its own pace while foraging freely outdoors.”
He added: “This extra fat layer gives the skin a distinct creamy-white finish for an eye-catching presentation, delivering an incredible depth of flavour that is a true celebration of British farming and ultimate Christmas taste.”
The range also includes a British Free Range Traditionally Prepared Bronze Turkey (rsp: £120/5kg) which is dry plucked and matured for at least seven days.
Waitrose said the move was in response to growing consumer demand for provenance, sustainability and high welfare.
The full Waitrose fresh Christmas turkey range was made available to order on 30 September on Waitrose Entertaining, and will be in shops from 19 December.
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