Bernard Matthews buys Lincs Turkeys

Bernard Matthews Holdings has announced that it has acquired Lincolnshire-based Lincs Turkeys which specialises in free-range and fresh turkey products.

The move comes after the Norfolk firm announced chef Marco Pierre White would become its ambassador for turkey and the launch of a new £5m marketing campaign, which will bring back the ‘Bootiful’ slogan.

Jeff Halliwell, Bernard Matthews UK MD, said: “We are delighted to have been able to acquire Lincs Turkeys, a successful and profitable company with an excellent corporate brand. Lincs Turkeys brings additional skills and expertise to the Group, which will enhance and support our long-term growth plans. It will allow us to expand our offering in the fresh and free-range turkey markets, areas of particular importance to Bernard Matthews, as we continue to promote the health benefits of turkey."

The company added Lincs Turkeys will continue to be run as a stand-alone business within Bernard Matthews Holdings, retaining its own corporate identity and name, and there are no immediate plans to introduce any significant changes.

Lincs Turkeys MD John Martin, added: “We are proud to be joining forces with Bernard Matthews, especially at this exciting time when the Bernard Matthews Group is growing and developing. For Lincs Turkeys, this is a transformational opportunity, which will benefit both our customers and colleagues alike. Lincs Turkeys and Bernard Matthews are an excellent strategic fit and by combining our inherent strengths we will be able to develop a stronger business.”

>>Bernard Matthews launches £5m ‘Bootiful’ revival

>>Bernard Matthews signs up Marco Pierre White for new campaign