Retailers cash in on Turkey win

Retail award-winners at this year's British Turkey awards have wasted no time in shouting about their successes.

Organisers of the awards report that Morrisons, named as Retailer of the Year, has been flagging up its win with special stickers on packs of British Turkey in stores nationwide, while shelf barkers using the awards' quality logo are expected to follow next month.

Sainsbury's is using the JS corporate "Award Winning" flash on packs of its Taste The Difference Free Range Roast British Turkey Breast, which took the award for the Ready-to-Eat category and Marks & Spencer will be publicising its award for the Best Christmas Product with POS on its Ultimate Free Range Turkey.

Kim Burgess, chairman of the British Turkey Sector's Publicity and Marketing Committee, said: "We are delighted retailers are publicising their successes in store. We have the same aims as the retailers - to encourage shoppers to put more British turkey in their trolleys. This is an excellent example of how we can work together to achieve this aim."

Winners of this year's 13 categories were announced from a record 158 entries, ranging from a medieval-style turkey stuffed with goose and pheasant to turkey bangers. The event also raised more than £7,000 for the children's medical charity SPARKS.