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Wednesday 20th December, 2006
ASDA BIDS TO GET TRADITIONAL TURKEY BACK ON THE MENU

ASDA re-introduces traditional 17th century turkey breed in a bid to make turkey the nation’s favourite again

In a bid to get the nation gobbling up turkey again, ASDA has exclusively joined forces with one of the UK’s most prestigious poultry farmers to reintroduce a traditional breed of turkey – The Extra Special Slate Blue - an exclusive breed from the 1800’s.  

 

ASDA's Agricultural Manager, Chris Brown looked into re-introducing the special breed, after 33% of ASDA customers said that they would be tucking into delicacies such as guinea fowl, duck and goose as an alternative to Turkey.  

 

ASDA have joined forces with suppliers, Traditional Norfolk Poultry to re-introduce the breed and help pull the Slate Blue from the critically rare list.  With as little as 50 breeding pairs left in the UK, the commercial breeding plan introduced through ASDA has increased the breeding flock considerably. 

 

Chris said, “Already we have increased the breeding population of this rare turkey breed seven fold. Customers buying our Extra Special Slate Blue Turkey, will not only enjoy an extremely tasty bird on Christmas day, but will help ensure the survival of an extremely rare breed.  The Blue Slate is sure to be a winner this Christmas, and we have already received over 350 enquiries about pre-orders to date.   

 

Mark Gorton, Director of Traditional Norfolk Poultry said, "We are absolutely delighted to be working with ASDA on this project, bringing a traditional Victorian breed of turkey offering for customers, whilst also ensuring the protection of the species for years to come." 

 

Hatched in May this year, ASDA’s exclusive Slate Blue birds are raised free range in a natural environment, fed on an organic grain and are able to fly into surrounding trees.  This form of natural exercise allows for the traditional trim shape of the bird and produces a rich flavour and texture. 

 

 ASDA is confident that turkey sales will be back on top of the Poultry Poll for 2006/7 with a predicted 23% sales increase this year compared to last year (from 4th December and the 24th December). 

Notes for Editors

Extra Special Blue Slate Turkeys are on sale exclusively at ASDA stores nationwide priced £6.98  For stockist enquiries call 0500 100 055.  Alternatively visit www.asda.com.

 1 Survey of 1,200 UK residents (18 – 65years) – November 2006   ASDA’s Extra Special Blue Slate Facts: 

  • Extra Special Blue Slate Turkey (£6.98)
  • Naturally grown, their weight to feather ratio means that they can fly
  • Blue Slate Turkeys are grown in a natural environment where they are free to express natural behaviour by flying and roosting in trees as they would in the wild
  • Blue Slates are a rare breed of turkey, popular since Edwardian England that can be traced back to late 1800’s – Queen Victoria is even said to have dined on a Blue Slate!
  • Shape is pure and traditional, and their weight is as it was in the 1800s
  • The Extra Special Blue Slate is a pure breed available exclusively at ASDA
  • 2 ASDA’s exclusive Extra Special Blue Slate turkeys are bred by of Norfolk Farms.
  • The Blue Slate Turkey has a superior texture and excellent fuller flavour
  • By choosing the Blue Slate customers are helping to ensure the survival of the breed
 ASDA’s Turkey Fact File: 
  • Wild turkeys were introduced from the Americas in the 1500’s - made popular as a Christmas dish by King Edward VII during the 1800’s (when the Blue Slate turkey was originally introduced)
  • The ‘traditional’ weight for a turkey is 3-4kg for a Hen and 6-8kg



 

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