Bernard Matthews unveils new image

All products produced by the firm will soon be branded ‘Bernard Matthews Farm’ to reflect the company’s pledge to source 100 per cent British turkey and to demonstrate ‘farm to fork’ traceability.

Credit: © FARMERS GUARDIAN please contact 01772 799445.

The company will also launch two new healthy product ranges in the coming months as well as increasing its production of free-range turkey in response to growing consumer demand.

The moves are all aimed at building consumer confidence and undoing some of the damage done to the brand by last year’s bird flu outbreak where imported birds on one of the company’s farms introduced the disease to the UK.

The company suffered a major sales slump following the outbreak, with sales down 9.5 per cent to £326 million in 2007 and the firm operating at a loss of £9.6 million.

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