British Turkey has teamed up with celebrity TV chef Phil Vickery to encourage consumers to eat more turkey outside the traditional Christmas season.
Vickery, a regular on BBC2’s Ready Steady Cook, is creating 12 recipes to demonstrate the ease of cooking with turkey all year round. The recipes, all with a seasonal slant, including the key barbecue period, will be made into wipe-clean recipe cards for distribution among consumers via retailers, the British Turkey website and helpline, and regional newspapers.
Vickery is also putting his name to a 2007 recipe calendar featuring a different British Turkey recipe for each month.
Kim Burgess, chairman of the British Turkey Sector Group’s Publicity & Marketing Committee, said that research last year had proven recipes were key to encouraging shoppers to buy British turkey.
“Consumers also love and trust TV chefs so we feel, with Phil on board, we have a winning combination that will entice new users to try turkey outside Christmas.”
Vickery added: “A lot of people don’t realise just how versatile, tasty and healthy turkey can be.”